Standard Chartered Bank highlights its ability to ‘See Beyond the Obvious’ with new campaign

Standard Chartered Bank has highlighted its ability to "see beyond the obvious" in its new regional campaign, bringing to life its vision for Priority Banking wealth management to a globally minded, forward-thinking clientele. 

Done in collaboration with Publicis Groupe Hong Kong, from concept to execution, the “See Beyond the Obvious” campaign demonstrates Standard Chartered’s openness to innovation.  

Setting itself apart from conventional banking campaigns which rely on celebrities, this initiative is rooted in human truths within the affluent segment, illustrating Standard Chartered’s ability to deliver wealth opportunities that transcend the obvious. 

The campaign is available in several markets in Asia, including Hong Kong, mainland China, Taiwan and Singapore. 

As part of the campaign, a one-minute video is launched, illustrating how a primary school student used limited resources to rebuild a DIY playhouse after his friends broke it.  

The student then grew up and became a relationship manager who worked within the priority banking division of Standard Chartered, leveraging his expertise to serve customers. 

This integrated campaign spans a variety of media channels, including outdoor advertising for immediate impact and brand building, TV and YouTube, social media engagement with the help of influencers such as local singers Jay Fung and Tim Wong, who resonate with the younger and emerging affluent sector. 



Haymans Fung, head of marketing CPBB and head of global partnerships marketing, Standard Chartered Hong Kong, said: "We've thoughtfully designed this endeavour to integrate customer insights, creative storytelling, and a distinctive focus on character-building.” 

“By leveraging our rich customer data and understanding, we learned that being able to help our customers uncover hidden values in wealth and investment is what they are looking for from a bank. This campaign embodies our commitment to originality and to offering our clients wealth opportunities that go beyond the conventional,” she added. 

MARKETING-INTERACTIVE has reached out to Standard Chartered for more information.

Don't miss: Standard Chartered HK empowers consumers to resume travel effortlessly with new campaign

Back in April, Standard Chartered Hong Kong partnered with advertising agency Leo Burnett to launch a travel campaign featuring MIRROR’s Edan Lui, aiming to enable customers to empower them to resume travel effortlessly and earn miles while they travel this year.

Also known as “Earn miles through banking. Go on a flying frenzy”, the campaign wished to highlight how its customers can earn miles flexibly in various ways via the campaign. It also highlights the excitement Hong Kong citizens feel when planning out their next trip, drawing a parallel to the positive vibe and sprightly energy Lui brings to the screen.

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