Standard Chartered HK fosters personal financial growth with new payroll campaign

Standard Chartered Hong Kong has launched a new campaign for its payroll services, under the theme of "Standard Chartered payroll account – more than a payroll account." 

Done in partnership with creative agency Leo Burnett Hong Kong and media agency Dentsu Hong Kong, the campaign aims to emphasise the benefits of payroll accounts in fostering personal financial growth.  

The initiative aligns with the bank’s dedication to providing tailored and comprehensive banking services that meet the changing needs of Hong Kong's workforce. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Standard Chartered Hong Kong said the campaign is tailored to appeal to both mass-market and affluent employees in search of innovative payroll account services that align with a "Work-Fly Balance" lifestyle.

This lifestyle prioritises striking a balance between work and leisure, with a focus on creating passive income streams through Standard Chartered Hong Kong's main bank offerings, including high-interest deposits and stocks. 

The campaign begins with a comprehensive survey commissioned by Standard Chartered Hong Kong and conducted by an independent research institution. This survey explores the financial status, stress management, and payroll practices of employees in Hong Kong.

"Using these insights, we have identified a growing trend—prioritising travel as a favoured method for stress relief. This is embodied in our "Work-Fly Balance" approach, supported by enticing welcome offers and monthly opportunities to earn Asia Miles," added the spokesperson.

The bank has collaborated with local influencer Flavia Wong as the campaign endorser. Known for her "slasher mentality," Wong exemplifies versatility and proficiency in diverse fields, appealing to the younger demographic, said the spokesperson.

"By harnessing Wong's influence, our goal is to motivate and guide young individuals to explore and activate their main bank account services at Standard Chartered Hong Kong through the payroll account. Her vibrant and captivating personality seamlessly aligns with our campaign's mission of fostering financial empowerment and encouraging proactive banking practices among a younger audience."

The campaign also leverages a multi-channel approach, deploying outdoor ads and social media to increase awareness of the payroll account's advantages. It is promoted via multiple channels including out-of-home (OOH) ads on MTR and billboards in major business districts to reach commuters.  

Furthermore, public relations activities, influencer partnerships, and digital advertisements are part of the strategy to promote financial autonomy through payroll management.  

"Our campaign is further bolstered by robust PR initiatives, achieving over 110 media coverages with a PR value exceeding 9 million. In addition to our own social media channels such as Facebook, Instagram, and YouTube, we've partnered with third-party platforms such as Office Daily and other media outlets to amplify our message through engaging content, such as genuine quotes from employees. The integration of digital advertising alongside outdoor ads effectively raises awareness and reinforces the message of financial empowerment through proactive payroll management," added the spokesperson.

Stephen Man Wai-shing, head of wealth and retail banking at Standard Chartered Hong Kong, said, "With features such as preferential rates, Asia Miles, and exclusive investment offers, the Standard Chartered Payroll Account is more than just a bank account. We lead in empowering Hong Kong's workforce, enhancing their financial experiences and accelerating lifestyle goals. Our payroll account indeed does more because it’s More Than A Payroll Account!”  

"We are thrilled to be part of this impactful campaign alongside Standard Chartered Hong Kong, focusing on the unique needs of working individuals both professionally and personally. Through our surveys, we've discovered that many underestimate the potential of payroll accounts. This insight drives the campaign to encourage a shift in perspective, highlighting how proactive steps and informed choices, such as using the right tools, can open up new opportunities. Just as the Standard Chartered Hong Kong Payroll Account shows, it provides financial and work-fly balance flexibility with its comprehensive banking services to its customers," said Jacqueline Yeung-Lam, managing director, Leo Burnett & Prodigious Hong Kong. 

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