HSBC pitches new Platinum Visa as a symbol of success for Vietnam’s burgeoning nouveau riche

To herald the arrival of HSBC’s Visa Platinum card in Vietnam – a rare commodity in this socialist country – JWT Vietnam has created a new campaign to woo the growing cadre of newly-rich in this fast-evolving market.

The series of print, display and outdoor ads show a person, partly unseen, being welcomed warmly onto a luxury yacht and onto the ski slopes, images that are increasingly aspirational among the country’s high-net worth consumers. The invitation to take part in the platinum-level lifestyle is underscored by the tagline: “Your world is waiting”.

The campaign aims to establish HSBC Platinum as a new symbol of success which opens doors to privileges and instant recognition.

The ranks of Vietnam’s newly-rich are starting to bourgeon. The country’s high net worth population grew 33% in 2010, according to Cap Gemini’s 2011 Asia Pacific Wealth report. Luxury brands are expanding their presence, too.