Interview: StanChart HK on how to harness modern experiences to engage customers

MARKETING-INTERACTIVE is proud to present Content 360 – Hong Kong: Content that captivates, a conference about content marketing, content trends and storytelling in a year amidst the return of live events, cookie deprecation, the integration of AI in marketing, new devices, global sporting events and weekend shopping trips to mainland China.

Taking place on 26 June at Hong Kong Ocean Park Marriott Hotel, our 28 speakers will share with us their insights and experiences on content strategy for topics such as integration of content with commerce, cross-border marketing, and the use of AI in content creation.

Joining us on the panel on how to leverage new-age experiences to connect and convert customers is Marco Lee (pictured), deputy head, retail and wealth management marketing, Standard Chartered Hong Kong. With 20 years of experience in the banking industry, Lee has developed a diverse skill set that includes expertise in marketing strategy, business management, segment propositions, and portfolio management.

Lee was also involved in developing the “SC presents: JOURNEY・REIMAGINED” campaign, featuring local artist Ivana Wong to create a series of immersive experiences that transported people to popular locations such as Japan, and Norway. It aimed to inspire Hongkongers to expedite their dream vacations by earning miles flexibly with Standard Chartered’s range of banking products.   

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Standard Chartered highlighted that the experience is enhanced by meticulous sound design and ambient music, showcasing the bank’s commitment to digital creativity and innovative sensory elements.

By merging travellers' twin passions for art and travel, the spokesperson said the marketing campaign presents a travel-themed immersive experience that goes beyond traditional advertising.

When discussing “new-age experiences”, the spokesperson said one aspect that cannot be overlooked is the metaverse. However, leveraging it to create brand experiences can be challenging for brands due to the complexity of different platforms and technologies, which may make it difficult for customers to navigate, the spokesperson added. 

MARKETING-INTERACTIVE: What was the thinking behind JOURNEY・REIMAGINED? What added value do such “new-age experiences” leveraging cutting-edge technology bring to a brand’s equity?  

JOURNEY・REIMAGINED is the activation part of our 2024 travel campaign "Travel to the fullest. Live life to the fullest." The campaign is supported by the "Hong Kong affluent travel study 2024" we conducted earlier this year. The result reaffirms our understanding that travel privileges and experiences such as airport lounge access, priority check-in, and boarding are the musts for affluent travellers nowadays.

To effectively target our experience-driven audience, the core strategy is to “show, don’t just tell.”

Merging our travellers' twin passions for art and travel, we aimed to present a grand and travel-themed immersive experience that goes beyond conventional advertising.

An immersive airplane theatre transported visitors through AI-generated, visually-striking dreamscapes tailored to affluent preferences, such as Tokyo's Shibuya Crossing reimagined with surreal tranquillity and cyber-punk koi fish, and a mesmerising rendition of Oslo’s cosmic dance of the Northern Lights.

The entire experience was accentuated by expert sound design and ambient music, serving as a testament to digital artistry and sensory innovation.

By opening this activation to the public, we elevated awareness of Standard Chartered’s unique banking suite which defies the conventional spend-earn model by incorporating broader travel benefits, offering an on-ground experiential reminder that “your dream trip is realised and brought closer to you by Standard Chartered.” Through this activation activity to paint Standard Chartered as the visionary of affluent travelling, turning broad awareness into consideration for our wealth products.

MARKETING-INTERACTIVE: Is it time to sunset metaverse (completely virtual) marketing experiences? What lessons should marketers draw from that period in history? 

When brands are creating their own metaverse experiences, sometimes it is not easy for customers to follow different platforms and technology. Some previous cases showed that brands used codes of the metaverse, from design to language, without delivering an enjoyable experience to clients.

A true client experience always allows customers to feel, engage, participate, and get connected to the brand.

When you can effectively connect with your target audience and provide them with an enjoyable experience that also allows them to see the benefits of a product or service for themselves, it will increase the likelihood that they will take action and become your customers.

Marketing experiences within the metaverse definitely have their place. Technological trends bubble up and often take a while to reach mass awareness. With technology going mass, metaverse marketing will certainly show its value and effectiveness. 

MARKETING-INTERACTIVE: Do you expect the frontier of “content” to be stretched further? What types of content do you think people will be looking forward to in the coming years?

The frontier of content will continue to be stretched as new platforms and new interests continue to emerge. Like other markets, the trend of Hongkongers staying active on social media is increasing. While Instagram, Meta, Youtube, and Xiaohongshu became the major social media among clients in Hong Kong, main trends such as short-form videos or podcasts are still in the development stage.

Everyone could be the content creator creating their own content in their own style. From cosmetics to travel, foodie, music, and art, there is always new content to be created every minute.

With AI progressing well, there will be a wave ushered in of the true creator economy, coming with new opportunities in content marketing. We should all be excited about it.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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