Standard Chartered HK unveils AI-reimagined immersive experiences around dream vacations

Standard Chartered Hong Kong has 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.  

To elevate customers’ holistic travel experiences, Standard Chartered conducted a survey to gain insights into high-net-worth individuals' travel preferences.  

The survey findings showed that Hongkongers planned an average of eight trips this year with Tokyo being the most popular destination and 64% of Hongkongers earn miles through credit card spending, banking products, and flying. Additional findings have inspired the bank’s focus on earning miles, multi-currency solutions and the need to offer world-class travel experiences. 

Instead of just talking about the mechanics of earning miles, the campaign aims to make locals feel how quickly they can realise their dream holiday. Thus, the campaign was inspired by a human truth: “Just anticipating a dream holiday makes you happier and act faster.” 

Based on the survey results, the campaign has 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.  

JOURNEY・REIMAGINED is an immersive experience, where people can feel like they are embarking on a plane, according to the release. Then, stepping into the interactive carbin, they feel transported into whimsical and fantastical immersive dreamscapes through sights and sounds, inspired by Wong’s dream holiday and generated by AI artists as Wong’s voice acts as a guide.  

For example, consumers can enjoy a fantastical Shibuya Crossing immersive experience surrounded by poetically flowing Cherry Blossoms and surreal, cyber-punk Koi fish. They can also lose themselves in the forests and lakes of Norway as a magnificent star trail transforms into starry artistic particles and patterns, while embracing the spectacle of the Northern Lights. 

In addition to the above destinations, Wong also created an artwork called “Memory of dreams”, where she will guide consumers through her fantastic dream-like world, where she shares precious memories of all her travel adventures. 

Commencing in March 2024, the campaign will run for two months, starting with an immersive exhibition that will captivate visitors until 1 April. 

In terms of marketing strategies, this campaign adopts a holistic approach, effectively blending paid media, social media marketing, and experiential marketing to create an unparalleled, immersive journey that not only cultivates brand loyalty but also delivers valuable and insightful content that resonates with the target audience.  

As the ideal location for this activation, K11 MUSEA Sculpture Park, where Standard Chartered K11 Atelier Wealth Management Centre is also located at the same artistic and luxurious complex, offers the perfect setting to engage the campaign’s target audience, complemented by in-mall promotions and captivating digital displays.  

To maximise reach, the campaign will be bolstered by a diverse range of media channels, including outdoor billboards, online, social media and radio. Additionally, a social engagement game will be launched to extend the campaign's interactive experience until the end of April.  

“Nothing is more powerful than an experience, and being able to visualise your trip before actually embarking on the journey. As the go-to bank, our clients can realise their travel plans quickly and easily by spending and earning miles with Standard Chartered. The campaign brings to life our ambition to elevate people’s travel experiences – ensuring that their travel dreams come true even faster.” said Gabriel Kwan, head of corporate affairs and brand and marketing at Standard Chartered Hong Kong. 

“Venturing into digital art, AI and collaborating with such a great artist, we will continue to introduce state-of-the-art experiences to help consumers feel the benefits that Standard Chartered brings,” said Jacqueline Yeung-Lam, managing director of Leo Burnett Hong Kong and Prodigious Hong Kong. 

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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