Aimed at HSBC Premier customers with a minimum of $1 – $5m in investable assets, the exclusive invitation-only membership program called Jade has been developed with Saatchi & Saatchi London and offers a banking service unlike any other to this very individual group of HSBC clients.
Andrea Newman, Global Head of Marketing at HSBC said, “Jade by HSBC Premier has been an exciting new proposition launched by HSBC in 6 markets this year. We want Jade to stir pride and advocacy amongst our Jade members and we’re really proud about the product benefits of Jade and the really desirable brands that we have partnered with to make this programme so desirable. Our clients told us they wanted us to make them feel more special so we listened and created this membership programme.
Kate Stanners, Global Chief Creative officer at Saatchi & Saatchi, added “Jade promises to help contribute to further differentiate HSBC as a new breed of bank with its first service that has been completely moulded around its customers’ needs and desires. Everything from the bespoke app to the tailored partnerships has been specifically selected and crafted to create a whole new world of banking and we’re hugely excited to have been part of its creation.”
Exclusive lifestyle and 24/7 banking services services attached and mobile app
Working with partnership agency, Cherry London, global partners were carefully selected to enhance the lifestyle experience of the program. These include Etihad Airways, Mandarin Oriental, Small Luxury Hotels of the World and luxury online fashion shop, Mytheresa.com.
Luxury concierge service, Quintessentially, will provide complementary membership of their unparalleled personal experiences, offers and privileges such as access to private schools and tutoring, tickets to sporting and cultural events including exclusive fashion previews and tables at the most exclusive restaurants in the world.
Additional features of the new banking service include an exclusive app, designed by Fetch, which unlocks the world of Jade and all its lifestyle benefits. Customers will also be offered a personal Premier Client Manager and a team of wealth management experts, to enable them to bank in comfort 24/7.
Film and logo design
“The role of the film developed with S+S is to illustrate what it feels like to be a part of Jade to create a sense of longing and a desire to be a part of the club,” said Stanners.
A “60 web film called “Openings”, that explores the idea of discovery, launches the new membership proposition and will run on premium airlines including BA, Virgin, Etihad, Emirates and Qantas until the end of January 2017. The audiovisual piece will also feature online on HSBC owned media.
The aim of the campaign is making of Jade the world’s most aspirational and financial services brand. And surely the web video may reach its purpose with a clear Asian blink.
Saatchi & Saatchi London in partnership with design agency, Royalties, designed the logo for Jade. Inspired by the traditional symbol for the Jade gemstone in Chinese calligraphy, the logo was designed to be simple yet elegant and appeal to both Eastern and Western markets.
Image over the headline.- Jade logo. © HSBC/Saatchi & Saatchi/Royalties
