Most cardmembers would prefer to cut one credit card and keep the other. This is why CIMB Credit Cards is revamping the cash rebate structure of its mass cards – Platinum MasterCard and Visa Signature to encourage the usage of two cards. Cardmembers are now allowed to earn and save more when they use two cards in different categories. A TVC, several print ads, and a new card face design was proposed to market this new feature.
The campaign plays around the idea of “It takes two to tango”. This leads to showing two personas dancing their way around different scenarios such as grocery shopping, dining and being on vacation. Alongside the catchphrase “One is never enough, two gets you everything.”, that is used on the collaterals as the key message.
The video focuses on the main character’s experience being enhanced after using the Platinum MasterCard and Visa Signature while grocery shopping, dining, and being on vacation. The TVC was uploaded on YouTube and it has since garnered over 5.7 million views. It was also played on the big screens in Singapore, it became a standard to spark discussions and stimulate conversations that’d last for a long time.
The new card face design showcases a sleek metallic design to exude the feeling of elegance and exclusivity to appeal to young working adults.