Narrow Door has supported Standard Chartered Cathay Mastercard^® with their latest card acquisition campaign, featuring popular local influencers Grace Chan (陳凱琳) and Torres Pit (托哥). The campaign went viral on social media, generating strong word-of-mouth buzz.

Name of the Campaign

Standard Chartered Cathay Mastercard® Team Up! Miles Up!  

Aim of the Campaign

To accelerate new card acquisitions by demonstrating the best-kept travel secrets and the card’s unique travel privileges and miles-earning power, alongside boosting acquisition through a member-get-member referral programme “Team Up! Miles Up!” 里賞推薦親友計劃

Target Audience

Mass-affluent frequent travellers, existing cardholders, miles enthusiasts, young parents and premium lifestyle seekers in Hong Kong who prioritize travel rewards and airport privileges.

Marketing Strategies

1. Full Funnel Storytelling: We adopted a full-funnel strategy, creating a rich mix of assets, including cinematic thematic videos, bite-sized product-driven clips, and gamified activations, that cover awareness, education, and conversion in one seamless narrative.

2. Viral Word-of-Mouth: In the referral programme, we turned existing cardholders into enthusiastic ambassadors through gamified, team-based mechanics. Grace Chan and Torres Pit each captain a team of cardholders. Participants unlock boosted rewards by successfully referring friends, creating urgency and friendly competition that fuels organic viral spread. This playful approach encourages consumers to become our most authentic advocates.

3. Co-Creation Content: We went beyond conventional celebrity endorsements by partnering with creative collaborators Grace Chan and Torres Pit to prodduce a three-episode branded video series 飛一般旅遊解密. Leveraging their reputations as top-tier content creators, we co-developed original content tailored to their authentic styles and released it directly on their own channels. This approach fostered deeper engagement with their fanbases, amplified reach, and delivered a more credible and entertaining campaign than traditional scripted endorsements. 

4. Interactive Gamified Elements: A dedicated Chatbot was integrated into the “Team Up! Miles Up!” referral mechanics, enabling real-time team joining and progress tracking to drive participation.

Scope of Work

• Video
• KV
• Digital / Social
• KOL Marketing
• Celebrity Line-up
• Chatbot