Why StanChart HK features Donald Duck in tram shelter domination

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Standard Chartered Hong Kong (SCBHK) is featuring Disney's character Donald Duck in its tram shelter ad placement as part of its new payroll campaign titled "Standard Chartered HK x Disney Donald Duck 90th anniversary payroll campaign".

Throughout August, the bank takes over a tram shelter advertising featuring Donald Duck at Paterson Street station in Causeway Bay. The tram shelter features motion sensors that trigger a one-minute "light and music show" whenever a tram approaches.

It is also adorned with LED lights and spotlights that blink and shine in sync with a birthday song. Donald Duck himself also invites passersby to join in the festivities with him and his family and friends.

During an interview with MARKETING-INTERACTIVE, Haymans Fung, global head and Hong Kong head, wealth and retail banking marketing, Standard Chartered Hong Kong, said the campaign aims to leverage Donald Duck’s 90th-anniversary theme to acquire new payroll clients and drive new funds growth via bonus payroll accounts.

“We had a long history of partnership with Disney and Donald Duck has been one of the earliest featured characters since the 1960s. Donald Duck piggy banks issued by us as a gift for taking up our deposit products have become a collective memory of many Hongkongers across generations,” she said.

We're thrilled to celebrate Donald Duck's 90th anniversary as the theme of our latest payroll campaign, which has allowed us to infuse creativity and excitement throughout this special occasion.

The campaign targets all new-to-bank (NTB) and existing-to-bank (ETB) clients who are looking for attractive welcome offers, high returns, or those who are Donald Duck’s fans, she added.

The entire campaign is available from July until September, the campaign is done in collaboration with creative agency Leo Burnett Hong Kong and media agency Dentsu Hong Kong.

“Creating huge awareness via this stunning tram shelter at Causeway Bay together with a special Donald Duck animation showing in the façade TV at our branch next to the tram shelter is an impactful way to let more potential clients know about the offer and create huge brand exposure of Standard Chartered," Fung said.

Furthermore, SCBHK has invited the official voice actor for Disney’s Donald Duck character to collaborate with local DJ Donald (當奴) on radio and audio ads. They will also greet the passersby at the tram shelter domination tailored to different times of the day.

Apart from tram shelter domination, radio and audio ads, the campaign is also promoted through display banners, third-party social media platforms, SCBHK’s Facebook and Instagram pages, search engine marketing (SEM), and internal below-the-line (BTL) marketing materials.

In addition, SCBHK will offer a limited edition of the Donald Duck 90th anniversary storage box as a welcome gift for new customers.

Maximising marketing spend

While Donald Duck is a beloved character with a strong fan following in Hong Kong, the tram shelter domination featuring the “light and music” show is expected to draw local audiences to visit, take photos and videos, and share on social media to celebrate his anniversary party, Fung said.

She added that SCBHK has employed a research agency to evaluate the recall and consideration metrics across various marketing channels for its key campaigns, including this partnership. “We will take the overall campaign conversion to calculate the ROI of the campaign.”

In an economy where marketing budgets are often constrained, SCBHK has carefully selected its media placements based on recommendations from its media agency, according to Fung. It has also clearly defined the objectives for each marketing channel to ensure the campaign achieves sufficient awareness, consideration, and conversion across the upper and lower funnel, Fung added.