The Campaign

We brought a pinball machine to life to demonstrate how easy it is to earn cashback with the Unlimited Cashback credit card. The ball travels through miniature landscapes representing different spending categories of travel, shopping and dining. It zips past tropical islands, a ski resort, high street shops, and buffet spreads, racking up cashback rewards every time it hits something. Shop signs popping up above malls and a snowboarder hanging in mid-air were all part of the nonstop action. These were also accompanied by a high tempo soundtrack, where the ringing of a cash register could be heard each time the pinball scores cashback. The animated film was created with computer-generated graphics. But every element was designed to look and work like a real handcrafted machine. As we wanted to immerse our audience in the whimsical world of pinball.

Creative Execution

The animated film was created within a period of three and a half weeks. It was launched on 8 March 2017 and ran till 31 May 2017. The Unlimited Cashback film has been mainly delivered to our target audience in Singapore via digital video on Facebook, Instagram and YouTube. It was also promoted on web banners, print and outdoor media (shopping malls, taxis and train stations).

Results

? Total card applications: 6,537 (From 8 to 31 March 2017 | 6x average monthly sign-ups | 51.9% new Standard Chartered customers) ? Card applications exceeded target by 70% (From 8 March to 30 June 2017) ? The campaign garnered the highest online card acquisition rate in the bank’s history. ? Tracking period: 8 March to 31 May 2017 ? Total views: 1,096,160 | Target views: 668,760 (1.6x target achieved) ? Cost-per-view: $0.02 (60% lower than target cost) ? Cost-per-completed-view: $0.23 ? Website traffic: 3x more daily page visits (than other SC credit card webpages)

Many bank credit cards offer cash rebates. But due to complex terms and limitations, consumers often find it frustrating and difficult to get the most from advertised rebate rates. We needed to communicate the distinctive benefits of Standard Chartered’s new credit card: Unlimited cashback on all spends, with no cap and no minimum spend. A digital execution of the campaign enabled us to engage directly with savvy customers who are always on the lookout for rewards online, and drive them immediately to sign up on our website.

We needed to speak to hardworking people living in Singapore who are time-poor and always on the lookout for an easy yet rewarding solution when it comes to their mode of payment. Most of these people hold several credit cards and choose which to use based on the benefits they get. However, the complex limitations and terms of cashback cards make it hard for them to actually get the rewards they seek. With no minimum spend, no cap and no spend restrictions, the Unlimited Cashback credit card gives you cashback every time you used the card. Anchored on this tension and product truth, our strategy was simple: getting a good deal should be easy and enjoyable.