The brief.

In 2015, HSBC wanted to drive ‘loyalty behind reason’ from HSBC Premier’s high-net-worth customers, through an exclusive, luxury membership programme. In order to engage with members, brand partnerships needed to be at the core of the programme.

What was created.

A bespoke global loyalty programme for the world’s most high net worth individuals, with brand partnerships centered around exclusive VIP access, experiences and rewards. Partners included Mandarin Oriental Hotel Group, Etihad Guest and Small Luxury Hotels of the World.

The results.

JADE launched globally in seven markets and continues to provide strong financial return:

• 93% of the client base registered for JADE.

• $1.6bn revenue has been generated by JADE clients.