Page 57 - HKMA 2020 Awards Souvenir Programme

Merit Award

“‘INVEST FROM HOME. BANK FROM HOME.”
Standard Chartered Bank (Hong Kong)

With the first COVID-19 case reported in Hong Kong back in January, the city began to adjust to the new normal of being home-
bound. At the same time, the investment market had never been as volatile. That was the time when customers needed its digital
banking support the most.

While most marketers pulled back investments at such an uncertain time, Standard Chartered, in keeping with its brand promise
of “Here for good”, launched this campaign in March, to relieve the financial insecurity of its customers.

Understanding that Hongkongers are known for their relentless “never stop” spirit in pursuing their goals under all circumstances,
the campaign centered on how Standard Chartered enabled customers to invest and bank from home despite the pandemic.
The tagline “INVEST FROM HOME. BANK FROM HOME.” was inspired by the catchphrase “Work from Home”. Its end-to-end digital
banking journey, from account opening, borrowing, payment, transfer, investment transactions to My RM (a secured communica-
tion platform with Relationship Managers) and advisory live sessions, were thoughtfully designed to help Hongkongers overcome
insecurity through self-empowerment.

Instead of leveraging on celebrities, the capabilities were presented in a storyline featuring a warm family at home, with each
capability mapped with analogies about the new normal of living at home, e.g. Fund Select makes choosing investment fund
simpler than choosing a drama to watch, pre-setting an order watch for foreign exchange is as easy as setting the oven timer, so as
to build stronger resonance. A resonating customer-led approach was adopted instead of the traditional way of promoting digital
capabilities from a function-led angle.

Standard Charted hopes its timely support to customers via this light-hearted and positive marketing piece manifests its promise
to stand by Hongkongers in difficult times, as the financial security of customers is where its devotion lies.

Standard Chartered. Here for Good.

Comments from the Judges:
It was commended as a brave and well-integrated marketing campaign which has accelerated the digital adoption of Standard
Chartered in response to the dynamic market situation. Through its authentic “Bank From Home, Invest from Home” solutions and
professional marketing execution, the Bank delivered on its “Here for Good” promise and empowered its target customers with the
best possible digital experience.

The launch of“MyRM”was a perfect showcase of how Standard Chartered“humanized”its digital touch points, enabling customers
to contact their relationship manager in a secure and seamless manner. The decision to deploy a family angle for storytelling
and use unknown actors instead of celebrities was a smart one, which made the campaign more relatable as most families were
spending more time together during COVID-19. By depicting everyday user experience in a humorous way, customers were able
to identify themselves and discover the benefits in “going digital”.

The campaign resulted in high engagement and extraordinary growth in digital wealth revenue. It also created the momentum in
digital adoption and laid a solid foundation for advancing the digital literacy of Hong Kong’s financial services sector.

Parties to be Recognized for Contributing to the Success of the Programme:
1. TBWA\Hong Kong

55HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020