This week marks the final countdown to the annual Standard Chartered Hong Kong Marathon 2013, held this Sunday February 24. It is also the final week of “One LIKE, One Giving Heart” (“一LIKE一善心”), the Marathon’s Facebook community charity drive which has already raised over HKD 75,000 for three designated charities.
Developed by the Social Media Arts (SMARTS) Lab of TBWA\Hong Kong’s Digital Arts Network, the campaign encourages the Hong Kong public as well as marathon runners to ‘LIKE’ the Marathon’s official Facebook page, with the Bank donating one ‘LIKE’ with one dollar, and all proceeds going to Seeing is Believing - ORBIS, the Hong Kong Paralympic Committee and the Hong Kong Anti-Cancer Society.
When the fan base reached 30,000, an additional HKD50,000 was donated. If fans reach 50,000 ‘LIKEs’ by the Marathon date, the Bank has pledged to donate an additional HKD 50,000, totaling a HKD$150,000 in donation. Currently, the fan base population sits just above 46,000 fans.
Commenting on the campaign, Joanne Lao, Managing Director TBWA\Hong Kong says, “Since the launch of the campaign, total fan numbers have increased by more than 170% – from 17,000 fans to over 46,000 within the last two months – with average engagement increasing more than 500% compared to the pre-campaign period in December. This phenomenal growth is heartwarming to see and shows the extent and commitment of Hong Kong’s charitable spirit.”
Jocelyn Liipfert, Head of Social Media for TBWA’s Digital Arts Network\Hong Kong adds, “In addition to leveraging the strength of Hong Kong’s robust Facebook community for “One Like, One Giving Heart,” we’ve worked with Standard Chartered Bank Hong Kong to grow that community through on-going content that amplifies the spirit of the race and inspires runners and their supporters to take part in charitable giving.”
Also commenting on the campaign, Ruby Fu, Country Head of Corporate Affairs, Standard Chartered Bank (Hong Kong) Limited said, “Standard Chartered Hong Kong has sponsored the Marathon for the 17th year and continues to demonstrate the Bank’s brand promise “Here for good” and our commitment to Hong Kong and its people. With “Run for a Reason” as our global marathon theme, we believe that charity is the reason many people are running, and by utilising social media, we are able to communicate the message to more people and multiply its impact.”
Project Name: Standard Chartered Bank Marathon, “One Like, One Giving Heart”
Creative Agency: SMARTS Lab of TBWA’s Digital Arts Network Hong Kong
Client: Standard Chartered Bank (Hong Kong) Limited
Director of Client Services: Florence Kong
Business Director: Jan Cho
Head of Social Media: Jocelyn Liipfert
Senior Art Director: Joe Choi
Senior Copywriter: Mike Wu
Art Director: Mike Choy
Designer: Bowie Ho
Senior Technical Producer: Denny Wong
Producer: Kristen Zang
Community Manager: Natalie Chan
Senior Account Executive: Daniel Law
Run Dates: January 14 – 25 February 25, 2013