Blak Labs targets people who demand the world

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Card2.jpgCard3.jpgSingapore’s boutique agency Blak Labs has launched a new integrated campaign for Maybank World MasterCard to capture a greater market share of those with an annual income of S$120,000 and above. With the introduction of this premium card, Maybank aims to increase its total card base by 10% within the first two years of the launch.

“We believe the positioning of the Maybank World MasterCard will give us better penetration into the affluent segment,” says Maybank Singapore head of Consumer Banking, Alan Lau.

“In turn, this will increase total card spend, since our existing cardholders who earn S$120,000 and above have almost twice the propensity to do so compared with others.”

Card4.jpgCard1a.jpgThe Maybank World MasterCard offers generous 10 times reward points on petrol, for designer label shopping and dining at Les Amis Group of restaurants plus unique lifestyle privileges like complimentary access to JetQuay, the five-­‐star private terminal at Singapore Changi Airport.

“Consumers in the affluent segment are highly discerning and demanding. Our advertising needs to resonate deeply with them,” continues Karen Low, Head, Cards & Payments of Maybank Singapore. “That’s why we’ve worked closely with Blak Labs, the experts in creative campaigns to high net worth individuals.” “We deliberately pitched the imagery a couple of notches higher to make this card feel premium and desirable,” says managing partner of Blak Labs, Charlie Blower. “Since the first day of the campaign, the response has been excellent.”

Credits – Copywriters: Charlie Blower, Justin Lim. Art Directors: Koh Hwee Peng, Elsa Peck. Photography: Mark Law, Stock. Digital Imaging: Magic Cube.