Case Study


The brief

HSBC wanted to drive ‘loyalty beyond reason’ from HSBC Premier’s notoriously hard to impress, high-net-worth customers, through an exclusive, luxury membership programme, with brand partnerships at its core.

Creating the extraordinary together

A tailor-made global loyalty programme for the world’s high net worth.

Created a lifestyle brand focused on exclusive VIP access, experiences and rewards.

Our JADE global partners: Mandarin Oriental Hotel Group, Etihad Guest, Small Luxury Hotels of the World, Berry Bros & Rudd, Bowers & Wilkins, Artspace.

The success story

JADE continues to provide strong financial return for HSBC.

93% of client base registered for JADE (and counting).

1.6bn US revenue generated by JADE clients.

Launched in 7 markets between June 2016 and 2017 (UK, France, Hong Kong, Canada, US, China, Singapore).

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