StanChart HK taps on sports mania with loan marketing campaign

Tapping on the sports mania ahead of the Paris Olympics Games, Standard Chartered Hong Kong has partnered with Liverpool Football Club (LFC) to promote its full suite of digital loan products.

Also known as “In times of need? Standard Chartered is what you need”(左計右計，渣打都有計), the campaign offers customers a chance to win an exclusive four-days-three-nights trip to Liverpool in the UK, tickets to watch a live match at Anfield, a LFC jersey, a child mascot experience, amongst others. 

Done in collaboration with local creative agency Hungry Digital and media agency Dentsu Hong Kong, the campaign targets high spending segment, football lovers, parents with children and the younger audience.

The bank adopts a market-first message approach to group four loan products into one holistic solution, including personal loan, debt consolidation, credit card instant loan and credit card statement instalments. These products aim to fulfil consumers' different loan needs.

The bank also enhances the campaign by picking Angelina and Shadow, the winners of The New Era 2022 and the regular actresses of YouTube channel “Trial and Error” (試當真), which are more appealing to young segments. By incorporating these fresh faces into the TV commercials, the bank aims to ensure its marketing efforts connect deeply with a vibrant, youthful audience.

The campaign adopts a full-funnel strategy, including TV, out-of-home, digital display, along with a wide range of social marketing assets such as four 15-second videos on all platforms. It has intentionally built a high social presence through different social content with KOLs and social pages such as “Footballexpress” and “Trial and Error”, plus a variety of short videos to educate and engage customers.

Haymans Fung, global head of marketing, wealth and retail banking marketing and head, wealth and retail banking marketing, Standard Chartered Hong Kong, said “We are proud to leverage our long-standing sponsorship with LFC to deliver truly priceless experiences for our customers. One of the highlights of our collaboration is the exclusive Child Mascot experience, allowing young fans the unforgettable opportunity to walk onto the pitch with the LFC first team."

Fung added, “By integrating this opportunity into our loan marketing campaigns, we present an exceptionally attractive package that resonates with both football enthusiasts and families. create a compelling narrative that showcases the unique benefits of our loan products, ultimately driving engagement and fostering stronger connections with our customers.”

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