Standard Chartered Bank highlights the everyday benefits of their Smart Card via new campaign

Standard Chartered Bank has launched a new marketing campaign supported by Hungry Digital, a Hong Kong-based boutique creative agency, to differentiate its Smart Card and distinguish it from competitors, focusing on its suitability for everyday expenses across various lifestyle activities.

Inspired by the popular #OOTD (Outfit of the day) trend on Instagram, the ‘Smartest of All Time #SOAT’ campaign features eight personas of Smart Card users, each highlighting different rewards that can be earned from various merchants or smartly leveraging the card’s features on some special occasions. The campaign aims to convey the idea that every day is special, everyone is unique, and as long as you are a Smart Card user, you can be the Smartest Of All Time.

The campaign features a playful tagline derived from the Chinese slang “碌” that connects card usage with the OOTD “Look”. Each creative (Family / Slasher / Pet Owner / Frequent Traveller / Digital Savvy / BFF / White Collar / Young Couple) reflects Smart Card users’ diverse needs and spending habits, highlighting the latest merchants catering to their routines. The campaign is also supported by video assets on social media, and YouTube, together with online banners incorporating the eight personas.

The creative assets are adaptable to update in the future based on the latest offers and new merchants. The flexibility of the creatives ensures the Smart Card remains at the forefront of consumers’ minds as their go-to credit card for everyday spending.

A client representative said: “The challenge we faced was distinguishing the Smart Card from credit cards primarily targeting travel and dining through high-profile promotions and celebrity endorsements.” To address this, Standard Chartered Bank has embraced the “OOTD” (outfit of the day) concept to illustrate how the Smart Card enhances our customers’ daily lives.

The “Smartest Of All Time” campaign repositions the Smart Card as a credit card that enhances customers’ daily lives through a refreshing, dynamic approach while moving away from cluttered creative material.

VIEW THE PET OWNER SPOT
VIEW THE DIGITAL SAVVY SPOT
VIEW THE FREQUENT TRAVELLER SPOT
VIEW THE SLASHER SPOT
VIEW THE FAMILY SPOT
VIEW THE BFF SPOT
VIEW THE YOUNG COUPLE SPOT
VIEW THE WHITE COLLAR SPOT