July 7, 2011
“I can walk into a bookstore and hand over my credit card and they don’t know who the hell I am. Maybe that says something about the bookstore clerks,” Edgar L. Doctorow, the American author, once famously quipped.
When it comes to dealing with high-end players, their names carry perhaps more weight than any plastic card can lay claim to.
In this social age where the customer has become a powerful brand, if not a powerful media source, it takes a smart marketer to go with the grain.
DBS wanted to launch a super-premium card – the Visa Infinite Card – with a significant differentiator.
It wasn’t the first bank to offer this ultra top-end card, so it had to look deep into the customer for the answers – or as Bernbach said, ‘what compulsions that drive the unchanging man?’
What do you give to the man who has everything? Perks and privileges just seem plain predictable.
Perhaps, you’ll give him a special insignia that’s distinctly him and his. You’ll give him the measure of respect that his name is as significant, if not more significant, than yours – even if it’s your product brandname.
The DBS Card was named Insignia.
But the insignia featured your name etched across the middle of the card, literally placing you at the centre of recognition and privileges – Your name says it all.
It is the first card in Singapore with a credit limit of S$1,000,000, but of course, that’s a minor selling feature compared to your name taking centre-stage.
A television spot, and the accompanying print campaign, talks about the arrival of ‘you’ as a brand – a name that gets recognized from Hong Kong to Paris, Shanghai to Milan.
When your name says it all, the card is only an accomplice. Of course, you must have arrived to live up to the billings.
Since its launch in late March, the card has won an overwhelming number of big players – who want their names on it.
They have been proud to flash their names, as the card has seen month-on-month spend with double-digit increase.
Welcome to a new brand, you as a brand.