Standard Chartered subverts the conventional: Celebrating 2024 with unbound creativity

Standard Chartered Hong Kong celebrated a successful 2024, earning over 30 prestigious awards for its innovative marketing campaigns. Committed to being the preferred wealth management brand for affluent customers, the bank has tailored a generous array of offerings to meet evolving needs. By launching initiatives with distinct narratives for specific audiences, it has reinforced its leadership in the banking industry. Looking towards 2025 and beyond, Standard Chartered Hong Kong's forward-thinking strategies will continue to explore, grow, and innovate alongside its customers, enriching the overall banking experience for everyone involved.

Explore more in world exploration through the power of banking rewards

Travel is a highly anticipated leisure activity for many people in Hong Kong. Standard Chartered Hong Kong is dedicated to developing a “Banking-Miles Proposition”, enabling clients to make the most of their travels with a comprehensive range of specialised products.

Transform imaginations into bespoke travel experiences for affluent customers

In 2024, Standard Chartered Hong Kong collaborated with Cathay Pacific to host two unprecedented chartered flight events, inviting travel experts and celebrities to board special flights with nearly 400 selected customers. A range of curated local experiences was meticulously arranged for customers to indulge in an exceptional travel journey, showcasing Standard Chartered Hong Kong as the preferred bank for affluent travellers.

Immersive experience turns Hongkongers’ travel dreams into “REALITY”

Another pioneering travel campaign immersed customers in dream vacation scenarios, encouraging efficient mile accumulation. Inspired by a travel preferences survey, this initiative combined paid media, social media, and experiential marketing, culminating in an exhibition at K11 MUSEA Sculpture Park, curated by local artist Ivana Wong. Participants enjoyed a virtual journey to enchanting locales such as Japan and Norway, experiencing whimsical adventures through AI-generated visuals and storytelling. These two successful activations earned the ‘Best of Show’ recognition, underscoring their success in delivering unparalleled experiences.

Build wealth and grow more to unlock possibilities

To empower people in Hong Kong to fulfill travel plans and personal ambitions, the bank has developed comprehensive wealth solutions for affluent clients. By offering customised strategies and innovative products, clients can build wealth and explore new opportunities.

Simplifying wealth management for limitless opportunities

Standard Chartered Hong Kong is revitalising its global campaign, "Possibilities Everywhere," to highlight its capacity to foster opportunities for businesses and individuals. This year’s campaign focuses on "Simplifying Complexity," providing holistic financial solutions and insightful investment strategies to help clients navigate complex financial decisions.

In the latter half of 2024, the bank partnered with superstar Kelly Chen for a two-phase wealth management campaign targeting affluent clients. The first phase aimed to simplify the complexities of wealth management, providing clarity during uncertain times and positioning the bank as a leader in upscale wealth management services.

Following the success of the “Complexity made simple” campaign, Standard Chartered Hong Kong partnered with Prudential Hong Kong, their longstanding partner of 25 years, to launch the “Love Beyond Generations” initiative. Featuring Kelly Chen, this campaign emphasised the importance of secure wealth transfer across generations, using diverse channels such as outdoor ads, social media, TV spots, and interactive client engagement events, to share compelling family stories and spark discussions on intergenerational wealth management.

Additionally, in response to the growing financial needs of clients in Greater Bay Area (GBA), the bank has been reinforcing its brand presence in cross-border and international banking, promoting its Priority Banking and Small and Medium Enterprises (SME) Banking solutions across the GBA to enhance wealth management awareness.

Together, these initiatives underscore Standard Chartered Hong Kong's commitment to guiding clients on their financial journeys, simplifying investment complexities, and empowering them to build and secure their financial legacy for future generations.

Here for good, here for progress, bank more and advance your everyday transfer and transactions

To help everyday customers accumulate wealth, the bank also introduced an innovative payroll proposition that creates pathways for passive income, empowering them to achieve financial progress and stability.

Revolutionising payroll accounts to foster everyday progress

With over twenty years of partnership with Disney, Standard Chartered Hong Kong connects with multiple generations, addressing diverse customer needs. In celebration of Donald Duck's 90th anniversary, an integrated campaign was launched to promote Payroll Accounts, featuring a ground-breaking “Light & Music Parade” at the tram shelter domination at Causeway Bay, exciting Donald Duck x DJ Donald Audio Ads, exclusive Donald Duck Storage Box and fabulous welcome offers, acquiring a significant number of new payroll customers.

Currently, another campaign, “Standard Chartered Payroll Account – More Than a Payroll Account,” is capturing the attention of Hong Kong's workforce. It highlights how payroll accounts can enhance lifestyles and support travel aspirations—key benefits for employees.

An independent research study provided insights into employees’ financial behaviours, particularly in managing year-end bonuses. Utilising this data, Standard Chartered Hong Kong introduced the “Work-Fly Balance” approach, offering tailored rewards such as investment options, high-interest deposits, and miles rewards to help wage earners maximise their payroll benefits and create passive income.

Data-driven digital deposits campaign for accumulating wealth

Standard Chartered Hong Kong is enhancing the user journey from payroll to deposits with its Digital Deposits Campaign. Leveraging Google’s analytics and first-party data, the campaign delivers hyper-personalised content targeting segments such as affluent individuals, families and retirees. It uses over 100 creative assets and AI technology to engage users through videos, display ads, and social marketing, underscoring a commitment to digital excellence and tailored deposit solutions for diverse demographics.

Tailored loan products to meet diverse needs to empower your financial solutions

A market-first messaging approach groups four key loan products into a unified solution: Personal Loans, Debt Consolidation, Credit Card Instant Loans, and Credit Card Statement Instalments. The theme “In Times of Need? Standard Chartered is What You Need” demonstrates that the right loan product is available to support customers regardless of financial situation. This holistic strategy positions the bank as a one-stop financial partner.

Sports mania meets finance: Innovative loan campaign partners with Liverpool FC

Tapping on the sports mania ahead of the Paris Olympic Games, the bank has partnered with Liverpool Football Club to offer loan customers a chance to win an exclusive trip to Liverpool. This partnership enriches loan marketing campaigns, creating a compelling narrative that showcases the products’ unique benefits and fosters stronger customer connections.

To further enhance the campaign, Angelina and Shadow, winners of The New Era 2022 and regular actresses on the YouTube channel “Trial and Error”, have been featured in TV commercials to appeal to younger audiences, deepening the connection with a vibrant, youthful demographic.

Empowering communities through innovation: Secure your future with smart banking solutions

Standard Chartered Hong Kong embraces social responsibility by integrating financial education into everyday experiences. Campaigns such as the “Anti-Fraud Restaurant” promote fraud awareness and prevention, especially targeting the elderly.

Building smarter transactions with educational approaches to fraud prevention at anti-fraud restaurant

Continuing its leadership in community engagement, the "Anti-Fraud Restaurant" transforms a popular dim sum venue into an anti-fraud-themed space, educating the public through creatively named dishes and enhanced awareness measures. It also incorporates educational videos, public awareness activities, and enhanced anti-fraud measures, reinforcing Standard Chartered Hong Kong’s dedication to fraud prevention and community involvement.

As 2024 concludes, the bank solidifies its status as the top choice for affluent clients through innovative and precisely targeted marketing strategies.

Haymans Fung, global head of marketing, wealth and retail banking marketing & head, wealth and retail banking marketing at Standard Chartered Hong Kong, expressed optimism for 2025, ‘The Hong Kong market has always been our strategic focus, with plenty of innovation and success to share with other markets. We boast a talented team mix and place great emphasis on talent development and collective workforce growth.’

Looking ahead, Standard Chartered Hong Kong remains committed to its 'here for good' ethos, continuously advancing its services in digital innovation and investment management to meet the evolving needs of its customers and lead the banking sector. Fung added, 'We are well positioned to soar to new heights by consistently driving campaigns that resonate with audiences. Our impactful and creative approach to achieving marketing objectives will continue to align with our mission of fostering economic growth and promoting financial wellbeing.'

This article is sponsored by Standard Chartered Hong Kong.