StanChart HK embraces digital excellence with insight-led campaign

Standard Chartered Hong Kong has embraced digital excellence with an insight-led digital campaign as it looks to promote its suite of deposit products.

Also known as the “Standard Chartered digital deposits campaign”, the two-month-long campaign is done in collaboration with creative agency Hungry Digital and media agency dentsu Hong Kong.  

While the campaign highlights the comprehensive offerings of Standard Chartered’s digital deposit products such as "Marathon Savings Account", "Payroll Account", "Asia Miles Time Deposit", and "Foreign Exchange Time Deposit", it also aims to reinforce the bank’s innovative brand image and its commitment to digital excellence. 

In a conversation with MARKETING-INTERACTIVE, Haymans Fung, head of marketing, wealth and retail banking Hong Kong and head of global partnerships marketing, Standard Chartered Bank, said that the campaign targets young affluent consumers or workers who look to earn extra income; travel lovers or career starters who like earning Asia Miles for their trips; as well as young families or retirees who look for safer wealth growth options.

To ensure the creatives can create high relevancy with the audience and stand out from the clutter media of competitors’ ads, Fung said the persona and creative content of the campaign are completely developed with the aids of Google’s tools, such as Google Insight Finder, Competitors Analysis Heatmap (CASH), and Keywords Heatmap, as well as data from the past campaigns.

Furthermore, the campaign has created over 100 versions of creatives based on the “building blocks” concept to mix and match the different persona, multiple earning moments and the products to let AI and data decide which are the most powerful combo.

The creatives also feature different products and “earning moments”, such as earning interests and miles during lunch, watching movies, and having meetings, aiming to attract audiences’ interests and prevent artwork fatigue.

The campaign has also adopted an array of digital assets, such as a 15-second video, six-second bumpers, rich and network buy of display, aggregators and affiliate platforms, and search, to induce sufficient awareness in the digital and social space and reach to audience at the right moments for effective conversion. Additionally, the campaign has uitilised end-end tracking and acquisition journey for the products for more precise conversion tracking and optimisation.

In terms of the medium of promotion, Fung said Standard Chartered has partnered with The Trade Desk and Google's Demand Gen and DV360 to promote its videos on YouTube. The campaign materials are also being promoted on the bank's own social media pages, including Facebook and Instagram.

Fung added: “This campaign has been meticulously crafted and executed with a strong focus on our customers’ data and leveraging insights from past successful campaigns.”

“This is 100% data-driven from targeting to the use of scenarios in the video assets. We incorporated data, creativity, and technology to ensure the effectiveness of acquisition as well as enjoyment for our 15 different target segments. This endeavour has not been without its challenges, I am grateful that our partners and internal team have tirelessly worked behind the scenes to ensure its success,” she added. 

Don’t miss: Standard Chartered HK unveils AI-reimagined immersive experiences around dream vacations

Back in March, Standard Chartered Hong Kong partnered with creative agency Leo Burnett to launch an immersive experience inspiring Hongkongers to achieve their dream vacations faster by earning miles flexibly with Standard Chartered’s suites of banking products.

The campaign invited local artist Ivana Wong to create a series of immersive experiences “SC presents: JOURNEY・REIMAGINED” that transport people to popular locations such as Japan, and Norway, amongst others.  

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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