HSBC has launched an invitation-only membership program called Jade by HSBC Premier. The London based bank said it wanted to create a sense of longing and a desire to be a part of the club.
Developed with Saatchi & Saatchi, part of the Publicis Groupe, the new offering is aimed at HSBC Premier customers with a minimum of $1 - $5m in investable assets, and claims to offer banking services unlike any other to this group of HSBC clients. Clients will be offered a personal Premier Client Manager and a team of wealth management experts, 24 hours a day, seven days a week.
Working with partnership agency, Cherry London, global partners were selected to enhance the lifestyle experience of the program. These include Etihad Airways, Mandarin Oriental, Small Luxury Hotels of the World and luxury online fashion shop, Mytheresa.com.
Differentiates Client Segments
Research highlighted that travel, fashion and culture are the biggest passions of Jade’s client base, the proposition was designed around personal touch-points which make up the customer-centred service.
Luxury concierge service, Quintessentially, will provide complementary membership of their personal experiences, offers and privileges such as access to private schools and tutoring, tickets to sporting and cultural events including exclusive fashion previews and tables at the most exclusive restaurants in the world.
«Jade by HSBC Premier has been an exciting new proposition launched by HSBC in 6 markets this year. We want Jade to stir pride and advocacy amongst our Jade members and we’re really proud about the product benefits of Jade and the really desirable brands that we have partnered with to make this programme so desirable,» said Andrea Newman, Global Head of Marketing at HSBC.
