Page 77 - MA2025-Souvenir-Programme

Excellence Award

“Standard Chartered – Chartered Flight Campaign”
Standard Chartered Bank (Hong Kong) Limited

As the pioneer of travel rewards banking in Hong Kong, Standard Chartered (SC) revolutionised customer experience again by
becoming the first bank globally to arrange chartered flights. SC transformed VIP clients into television stars, delivering impossible-
to-buy experiences like exclusive Michelin dining and celebrity interactions. In an industry focused on points and rates, SC proved
that the most valuable currency is unforgettable experiences that create lifelong memories and unbreakable customer bonds.

The Challenge: A decade after creating travel rewards banking, SC’s innovation had been commoditised. Every bank offered
points programmes, yet Hong Kong’s affluent travellers—who spend substantially more than average travellers—still faced limited
award availability and transactional experiences that failed to match their sophisticated expectations.

The Innovation: SC reimagined customer experience by shifting from “spend to earn” to “bank to earn,” creating mile-earning
opportunities across entire banking relationships. Time deposits now generate substantial Asia Miles, equivalent to first-class
international tickets—transforming traditional banking products into premium travel opportunities while creating genuine value
for sophisticated clients.

The Execution: Working with Cathay Pacific, SC deployed dedicated aircraft exclusively for our clients, featuring red-carpet
celebrity welcomes, impossible-to-secure reservations at Michelin-starred restaurants like Kinobu, and luxury accommodations
requiring months of advance booking. In partnership with TVB, SC created prime-time documentaries, elevating clients to
television celebrity status.

The Impact: SC achieved significant growth in Priority Banking acquisition and product uptake, while creating millions of
documentary viewers and substantial industry recognition. Most importantly, SC redefined banking customer experience and
created a scalable blueprint for extraordinary experiences. This platform enabled subsequent journeys to Liverpool, UK, taking
customers to watch Liverpool FC’s final Premier League home game at Anfield Stadium with exclusive access through our decade-
long sponsorship—demonstrating how SC transform corporate relationships into impossible-to-replicate customer moments that
create sustainable competitive advantages through unbreakable emotional connections.

Comments from the Judges:
It was commended as a bold and visionary campaign that redefined the purpose of travel banking and elevated Standard
Chartered’s prestige as a brand for the truly discerning traveller. By transforming loyalty rewards into extraordinary, curated
journeys, the campaign showed how a financial institution can transcend traditional banking to deliver experiences that inspire
aspiration and admiration.

Through a powerful evolution from “spend to earn” to “bank to earn,” Standard Chartered expanded its Cathay partnership into a
new model of experiential privilege. The creation of exclusive Chartered Flights — complete with celebrity hosts, Michelin-starred
dining, and five-star stays — showcased impeccable cross-industry collaboration. The innovative TV mini-series turned banking
communication into prime-time entertainment, bringing luxury travel to life and engaging affluent audiences across Hong Kong
and the Greater Bay Area.
The campaign achieved exceptional brand engagement and reinforced Standard Chartered’s reputation for innovation and
partnership excellence — redefining how banking can create both emotional connection and measurable business impact.

Parties to be Recognized for Contributing to the Success of the Programme:
1. dentsu Hong Kong
2. Leo Hong Kong

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025