The brief was to launch the HSBC Credit Card in Vietnam. In addition to mass media the client wanted to create a buzz around the launch. They wanted the agency to look at different touch points to create 'noise' and achieve visibility for the brand.

The agency looked at DM as the medium. From observation we know Vietnamese consumers have an obsession with 'brands & labels'. They like to flaunt these regardless of them being original or not. So much so that there is an entire mall (Saigon Square) that sells imitations.

The agency took this insight with the fulfilment possibility offered by a credit card to create the DM piece.

We inserted look-alike credit cards inside fake designer wallets with a note saying 'With HSBC Credit Cards soon you could afford the real thing.'

The client was excited with the idea not only because of it's low cost of production but because it truly connected with a local insight.

The response was very encouraging. People noticed the idea and talked about it. On the first day of launch we received 300 calls.