Singapore’s first digitally-native bank Trust Bank (also known as Trust) recently launched its second credit card: the all-new Trust Cashback card, with S$1 million up for grabs for one lucky customer and a campaign full of exciting promotions. The campaign, created by Iris Singapore in partnership with Havas Media Singapore, amplifies the launch of the Trust Cashback card which offers an experience of ease and transparency.
It is the only cashback card that provides instant cashback credit, and real-time tracking of earnings and allows customers to pay a consolidated credit card bill with both the Trust Link card and the Cashback card. This is coupled with a market-leading quarterly bonus rate of up to 15% on a preferred spend category and unlimited cashback rate of 1.5% on other categories for new Trust customers. Existing Trust customers get 1%.
In developing the launch campaign, Iris focused on a core truth about the product: With the Trust Cashback card, every spend is a win.
Bringing this to life meant that Iris needed to channel million-dollar vibes through imaginative and striking visuals and powerful calls to action. To amplify this, Havas Media Singapore strategically deployed a mix of offline and online channels across out-of-home, radio, digital, and social platforms to ensure maximum reach and impact.
The campaign casts two main questions in its messaging: “Who doesn’t want to be a millionaire? (Everyone does!)” and second, “What would you do if you had a million dollars?” By posing these questions in fun and cheeky ways, the campaign aims to delight Trust customers and drive the brand’s commitment to be an easy and rewarding banking experience for everyone.
A Campaign to Differentiate
Those looking to apply for a cashback credit card in Singapore are spoilt for choice — it’s a highly crowded and competitive segment. Iris’ campaign aims elevate the Trust Cashback card with a series of spectacular, participative executions, including:
1. A delightfully relatable film: Entitled “If Only” and directed by Tanya Kneale (Atypicalfilms), the campaign film leans in on humour and levity by asking the main characters a question that most people would undoubtedly have asked themselves: “What would you do if you won a million dollars?”
2. Gamified out-of-home: From bus stops to MRT thoroughfares to in-train displays, the campaign covers Singapore in joyous, cash-filled key visuals. These placements also set the scene for a scavenger hunt in which all Trust Cashback card customers are invited to participate.
3. A briefcase full of bills: Part of the campaign’s outreach to social media personalities is a press kit in the form of a ubiquitous pop culture trope: the nondescript silver briefcase. Though it contains no actual cash (merely references to cash, including a cash-themed blanket), the press kit means to convey that same million-dollar vibe with a wink and a nudge.
4. Literally making it rain: What could feel more like a million bucks than stepping into a wind chamber to catch some cash? The campaign invites Trust Cashback card customers to do exactly that, with an on-ground activation that will run for a total of four days at prime locations in Singapore.
“The Trust Cashback card is innovative and differentiated through an experience which is instant, transparent and flexible,” says Mira Bharin, Chief Marketing Office of Trust Bank. “We believe that customers will love how it offers instant cashback credit and real-time tracking of earnings – which no other cashback card in the market offers. We are thrilled to partner with Iris and Havas Media for this campaign to perfectly encapsulate the excitement and potential of our latest offering.”
“The chance for Everyday Singaporeans to win a million dollars needed to be launched in an equally big, joyful, surprising way that gets Singaporeans excited and participating,” says Rebecca Nadilo, Managing Director of Iris Singapore. “We’re delighted to paint the town blue and do what Trust does best: give back to Everyday Singaporeans”.
Kelvin Goh, Media Director at Havas Media Singapore, adds: “Having laid a strong foundation for our collaboration with Trust’s highly successful launch in 2022, we are excited to embark on another exciting launch and invite Singaporeans to experience Trust’s latest offering.”
