Spikes Asia

Origins of Luxury

REBEL AND SOUL, Singapore / HSBC / 2018

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Case Film
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Overview

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Credits

Overview

Background

HSBC Jade offers an exclusive and unique combination of personalised relationship management, advanced wealth solutions and luxury lifestyle services to high net worth customers of HSBC's retail banking unit. It launched in 6 countries in Q4 2016, one of which was Singapore.

Singapore is a key market for HSBC, however, there is a lot of competition there, especially in the high net worth space. To launch successfully, Singapore needed to create a key differentiator to local competitor banks.

The objective was to encourage existing Premier customers and new high net worth customers to HSBC, to sign up for Jade. The challenge, is that most high net worth individuals in Singapore have multiple bank accounts and don’t see a need to sign up for another banking account. Jade needed a compelling proposition to meet its target number of sign ups.

Execution

Imagine taking a seat in a vintage Austin Healey MKIII, an MG TB or Jaguar XK150, feeling the hard-stitched leather seats and bespoke carved steering wheel? Or picture the opportunity of sliding into the pilot seat of a Diamond DA42 Twin Star or N360 series Bombardier private jet, not on loan to the public. The Origins of Luxury event series gave newly signed Jade members the opportunity to do just that from July 2017 to August 2018

Additional invite only experiences that featured across the series included:

- The opportunity to wear one of thirty five time pieces from Chopard’s private Mille Miglia collection. A collection that had never been on display before in Asia

- To sparkle for the night in Swarovski’s Atelier collection, with vintage pieces from Chistopher Kane, Rodarte and Karl Lagerfeld

- A human library experience that explored private art collections including a EUR3m Marc Chagall

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