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Pakho Chau and Rainie Yang Playfully Showcase New Hong Kong Credit Card



Standard Chartered partnered with TBWA\Hong Kong, Carat and iProspect to create a TVC and over 200 unique bumper ads

Pakho Chau and Rainie Yang Playfully Showcase New Hong Kong Credit Card
Standard Chartered has launched a new product campaign, taking a data-driven micro-content approach to promote its Simply Cash Visa Card to Hong Kong’s dynamic consumers. 

Standard Chartered partnered with TBWA\Hong Kong, Carat and iProspect to showcase the credit card as the best-in-town for cash rebate with no conditions attached on any transaction, making it perfect for all lifestyles. 

To demonstrate the cash back opportunities, the team used data from over 6,000 research respondents to identify a wide range of interest categories for Hong Kong’s millennials, covering shopping, beauty, travel, fitness, dining and more. These were then used to create a TVC featuring A-list celebrities, Pakho Chau and Rainie Yang, playfully teasing how the card could be used for every lifestyle interest.

In addition to the 60-second film, over 200 unique bumper adverts were created for audience segments watching relevant lifestyle videos on YouTube, helping drive higher awareness and conversion in a data-informed, creative and targeted manner. 

This flock content was created based on a combination of search data, behavioural data and Google micro-moment targeting; and developed using Vogon, a tool allowing brands to embed text, audio or images within their videos to generate unlimited variations. 

The campaign also uses data from the network of Google products to serve programmatic content, which includes longer video formats to secure consideration. 

“Banks typically drive credit card acquisition using largely offline blanket awareness campaigns focused on welcome offers and general usage incentives,” said Esmond Mok, Regional Head, Corporate Affairs & Brand and Marketing, Greater China & North Asia at  Standard Chartered. “In this digitally advanced market where many apply for credit cards seamlessly online, it makes sense to explore new digital approaches – and by leveraging the most popular online media platform that already understands the individual customer’s interests and lifestyles, it allows us to apply more personal and relevant content which we believe will help achieve a greater ROI for this campaign.” 

“We believe it’s much more effective to ensure relevancy right throughout the marketing funnel, contextualising and adapting content to the consumer based on individual interests,” said Jan Cho, Managing Director of TBWA\Hong Kong. “This involved significant effort in data science to target the audience to precision, as well as a shift in mindset during the ideation process. Instead of traditional TV-down thinking in which content is simply adapted from the TVC, we had to start with the lower-funnel thinking and upstream to the ideation of the awareness piece so everything in the TVC could be naturally repurposed for the mid-funnel content.”
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Genres: In-camera effects, Visual VFX

Categories: Finance, Credit cards

TBWA Worldwide, Thu, 26 Jul 2018 10:53:30 GMT