dentsu Singapore uses AI and audience data to boost Standard Chartered conversions

Amid Singapore’s complex financial services landscape, where tightening credit policies and market saturation constrain media performance, dentsu Singapore delivered a full-funnel, data-driven strategy for Standard Chartered that sought to balance the bank’s trusted brand equity with sharper, precision targeting to unlock growth.

As consumer expectations reshape, especially around speed, personalisation, and digital-first experiences, Standard Chartered needed to build awareness and consideration to nurture demand in a constrained environment.

Dentsu Singapore, in collaboration with Quantcast, expanded beyond traditional search and social channels to help Standard Chartered reach more qualified audiences by identifying and engaging users with a strong propensity to convert into approved applications, high-intent consumers across the open internet.

Leveraging real-time audience insights and AI optimisation, the campaign connected with users most likely to convert into approved applications, while improving overall cost efficiency, as well as the overall effectiveness of Standard Chartered’s overall digital marketing investments.

The result was a 385% higher conversion rate compared to other demand-side platforms and a 3% reduction in Cost Per Approved Application (CPAA).

Timothy Chong, Lead, Digital Marketing, Wealth and Retail Bank, Standard Chartered Bank Singapore, said: “With dentsu Singapore crafting a connected media strategy, and Quantcast as a strategic DSP partner in our programmatic acquisition efforts, we were able to unlock deep audience insights and path-to-conversion intelligence that powers smarter decisioning across the funnel. By fine-tuning our channel mix and leveraging real-time signals, we have driven measurable CPA improvements across key metrics. This partnership continues to be instrumental in delivering precision, scale and performance.”

Pablo Alvarez, Client Partner, Media, dentsu Singapore, said: “This campaign is a strong example of dentsu’s Media++ strategy in action, where media goes beyond channels to become a growth engine for brands. For a brand like Standard Chartered, whose success relies on trust, speed, and relevance, we need to connect with audiences in the right financial mindset. By blending our creative agility with Quantcast’s audience intelligence, we turned precision targeting into performance at scale, connecting the bank with consumers ready to act and deepened engagement where it matters most.”

Joyce Seah, Head of Account Management APAC, Quantcast Singapore, added: “In a competitive and complex financial landscape, precision and agility are critical. By harnessing Quantcast’s real-time audience intelligence and predictive insights, we enabled Standard Chartered to reach high-intent consumers efficiently, effectively, and at scale. This collaboration is a powerful example of how our AI-driven platform empowers brands to turn data into decisions that deliver measurable growth.”

The campaign was recognised for marketing excellence with Best Use of Adtech Platform (Gold), Best Use of DSP Platform (Gold) and Best Use of Marketing AI Solution (Bronze) at MARKETECH APAC’s Marketing Technology Awards 2025.