CASE STUDY: Hello Kitty helps expand Hong Leong's customer base

Background
The Hong Leong Debit Card, which was launched in 2010, had received positive response from consumers. Nevertheless, the bank realised that it needed to put in innovation and relevance to accelerate expansion of target audience and keep the momentum going.

Aim
The new debit card aimed to capture the hearts of parents and junior depositors and grow the female customer base.

Hello Kitty has been an icon for all things cute, and it remains a 'pop culture' icon with significant influence on younger consumers in Malaysia. Hong Leong then established an association with (Sanrio) Hello Kitty and created the Hong Leong Hello Kitty Debit Card. It also banked on scarcity marketing by making them Limited Edition.

Execution
Playing on the 'kawaii' (literally means cute) aspect of Hello Kitty, the message was brought forward via several media, such as print ads, leaflets, brochures, on-ground events and online media.

The launch event was held in conjunction with Estee Lauder Company’s 'Pink Ribbon' campaign from 14 to 16 October at the Pavilion Shopping Centre. The grand prize, a Hello Kitty car, was also showcased during the event.

In addition, 328 Hong Leong Bank branches were decorated with Hello Kitty promotional materials consisting of leaflets, buntings and standees. These branches also placed glass display cases in which the limited Hello Kitty premiums were displayed.

Result
A total of 331 cards were issued (up to 550 per cent versus normal daily card issuance) during the three-day on-ground event.

The total card issuance within the first two weeks of the launch (as of 30 October) was 17,710 cards, with new-to-bank customers being 57 per cent of the total issuance, 25 per cent for debit card conversions and 19 per cent for ATM/Non-card upgrade.