Standard Chartered refreshes 'Easy Banking' service with Terence Lam

Standard Chartered Hong Kong is looking to rejuvenate its “Easy Banking” service with singer Terence Lam and a complementary series of digital-led creative content, targeting young customers.

Stepping into 2022, the bank has chosen Terence Lam, one of the most popular Hong Kong home-grown singer-songwriters to build a refreshing image for its Easy Banking services. Lam has gained popularity and commercial success through his compositions in the last couple of years. On Spotify, his songs were played over 27 million times in 2021.

According to the bank, while immersing himself in his creativity, he appreciates taking things at his own pace and space for his career. As such Standard Chartered will leverage Lam's persona to differentiate from its competitors. The campaign titled "Life gets easy when you live smart", features Lam and a group of young personalities and shows how “Easy Banking & SC Mobile” enables this group of young consumers to take control of their daily banking and grow their wealth smartly, in a way that fits in with their lifestyle.

A series of creative assets such as online video, display ads, social content, collectable photo album, eDM, and in-store posters will also be developed thoughtfully to serve the entire marketing funnel at different stages, from awareness, consideration to conversion.

"To stay on top of the game in the age of digital banking, we constantly introduce new digital services that suit our clients' lifestyles. We believe that every client is unique and can enjoy our services at their pace and space. Picking these young personalities like Terence Lam surely helps invigorate the campaign and makes it easier for us to drive awareness and engage a younger demographic," Gabriel Kwan, head, corporate affairs, brand and marketing, Hong Kong, Standard Chartered Bank said.

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