Standard Chartered and MIRROR's Anson Kong team up to unveil Disney Frozen campaign

Riding on Hong Kong Disneyland's newly opened "The World of Frozen, Standard Chartered has unveiled a new campaign featuring the member of local boyband MIRROR Anson Kong, to promote the launch of its Marathon Savings Account (MSA). 

Available from 3 October until 29 December 2023, the "Disney Frozen Marathon Savings Account" campaign targets Disney lovers, existing MSA subscribers, new clients, young adults and parents with children. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Standard Chartered said Kong has a warm-hearted and caring personality which is perfect to create the contrast with "The World of Frozen", his positive and vibrant image also aligns with the bank's image and is suitable to promote the all-segment product.

Done in collaboration with creative agency Leo Burnett and media agency iProspect, the campaign leverages viral marketing to spread its marketing messages across social media platforms and Kong's fan community to create the topic of the town and gain free exposure with a limited marketing budget.

There is also a strategic use of Kong’s photo and video assets to create multiple promotional materials that can easily be shared on social media and via WhatsApp. A 30-second making-of video, 20-second TV commercials, six-second bumper ads, Instagram stories and reels, immersive Instagram filters, WhatsApp stickers, and different versions of dark posts, are published on the bank’s or Kong’s official social pages based on the post nature to reach a wider audience.

In general, a full-funnel strategy is utilised to maximise reach as deposit products are suitable to a wide range of client segments, from individuals to families. Different media channels are also leveraged to amplify the campaign message such as TV commercials and out-of-home ads on bus bodies, digital banners, digital videos and third-party social posts.

Furthermore, a selfie panel has been placed at the bus shelter domination to encourage fans to take photos and upload them to Kong's fan group, and try out other related Instagram filters.

"We have creatively integrated Frozen narrative and Kong's persona to form the foundation of our creative approach, Kristoff from Frozen, is renowned for his unwavering commitment to always doing his best. Likewise, Kong consistently strives for excellence in his roles as a celebrity and entrepreneur," said Gabriel Kwan, head of corporate affairs, brand and marketing, Hong Kong at Standard Chartered.

"As the previous ambassador of Disney Marvel’s Marathon Savings Account campaign in 2021, Kong's persona and story seamlessly intertwine with the Frozen narrative and Standard Chartered, establishing a strong connection with our Marathon Savings Account holders, especially fans of Frozen and Kong. This association not only deepens the bond between Frozen, choice of celebrity and Standard Chartered,  but also raises attention and generates significant impact for our business," she added.

Don't miss: Standard Chartered Bank empowers customers to explore possibilities with new campaign

Most recently, Standard Chartered Bank highlighted the full extent of its capabilities and its ability to create possibilities for businesses and individuals in its latest global campaign, aligning with the bank's vision "Here for good".

Also known as “Possibilities Everywhere”, the campaign runs from early November until 31 December in Hong Kong, Singapore, United Arab Emirates (UAE), China, Taiwan, Europe, America and Kenya. 

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