Standard Chartered Bank (Hong Kong) Limited has teamed up with TBWA\Hong Kong and Dentsu Hong Kong to launch a new community brand campaign “Shine with Hong Kong” to commemorate the 25th anniversary of Standard Chartered Hong Kong Marathon, and to also celebrate the perseverance and optimism of the people of Hong Kong.
Despite the challenges over the past two years, Hong Kong people continue to overcome adversity with resilience, finding new ways to move forward together, bringing the “marathon spirit” to life. There are many things to be thankful for – we have discovered a new side of Hong Kong, more attentive to our health and hygiene, spending more quality time with family and friends, and showing more care to those around us.
The integrated campaign kicked off with a thematic video and continues across a range of touchpoints across the city, including newspapers, outdoor billboards, trams, buses, Standard Chartered branches, social & digital. Moreover, a number of joyful activities to cheer everyone up has been followed in November with overwhelming results:
• Free Tram Ride Day (5 Nov) – Everyone could enjoy free unlimited rides on the HK Tramways trams that day.
• Free Lunch Day (9 Nov) – Partnered with Foodpanda, Standard Chartered credit card holders can enjoy an instant HKD100 discount on food delivery or self pick-up order. All 5,000 quotas were full within 2 hours.
• Free Popcorn Days (19-20 & 25-26 Nov) – Queues were lining up at the pop-up truck in Mongkok and Causeway Bay during the last weekend, with over 5,000 packs of free popcorn giving out. The activity will continue on 25 & 26 Nov at Kwun Tong and Tsim Sha Tsui.
• WhatsApp Stickers – The illustrations created in the campaign were transformed into WhatsApp stickers with different cheer up messages. Over 4,000 downloads and ranked #4 at WhatSticker, an online sticker store, after the first day of launch.
“We want to spread positivity to the city through this meaningful campaign, hence working with the local illustrators Tsui Brothers to create the vibrant illustrations that are featured across all touchpoints. And aside from an integrated campaign, we hope to bring happiness to the city through a range of engagement activities,” said Jan Cho, Managing Director of TBWA\Hong Kong.
Gabriel Kwan, Head of Corporate Affairs and Brand and Marketing, Standard Chartered Hong Kong, said: “this campaign embodies our brand promise to be “Here for Good” and illustrates how Standard Chartered has been devoted to Hong Kong through its ups and downs. We are here to support the community and shine together for a brighter future.”