Standard Chartered Bank (SCB) Promo, Case study HERE FOR GOOD by Tequila\ Singapore

HERE FOR GOOD

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Singapore
Agency Tequila\ Singapore
Director Ezra Wube
Art Director Reginald Ocampo
Copywriter Eddie Azadi, James Holman Tbwa
Typographer Reginald Ocampo, Kc Chung
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: STANDARD CHARTERED BANK
Product/Service: BANKING
Agency: TBWA\TEQUILA SINGAPORE
Date of First Appearance: Apr 21 2010
Entrant Company: TBWA\TEQUILA SINGAPORE, SINGAPORE
Entry URL: http://www.standardchartered.com/here-for-good/en/index.html
Creative At Large: John Merrifield (TBWA)
Art Director: KC Chung/Reginald Ocampo (TBWA / Tequila)
Copywriter: Eddie Azadi/James Holman (TBWA / Tequila)
Typographer: KC Chung/Reginald Ocampo (TBWA / Tequila)
Agency Producer: Haydn Evans/Sariyanti Sannie (TBWA / Tequila)
Account Servicing: Jane Sandral/Chris Galea/Carol Tham (TBWA / Tequila)
Director: Ezra Wube
Director of Photography: Ezra Wube
Musician: Nicolas Vandooren (The Sound Cell)
Media placement: Newspaper - Financial Times, Business Times, New Straits Times - 31 Mar 2010
Media placement: Magazines - Times, The Economist, - Apr 2010
Media placement: TV - Mediacorp, CNN, BBC, Al Jazeera - 21 Apr 2010
Media placement: Outdoor - Bus Shelters, Airport Lightboxes, Building Wraps - Apr 2010
Media placement: Interactive - - Apr 2010

Insights, Strategy & the Idea
Nobody believes in banks anymore. After all, a bank is a bank.

Don't their interests always come first?

In 2008, while its peers posted record losses, STANDARD CHARTERED BANK was unaffected. Why? They avoided financial weapons of mass destruction.

With a 150-year-history in emerging markets, the bank has remained steadfast and firmly rooted. By doing things right and doing the right things, the one thing people needed to know was the one thing the bank wasn’t saying: STANDARD CHARTERED is Here for good.

But words are only words. We needed to demonstrate 'Here for good' in the delivery of the communication.

Creative Execution
It began with a brand belief. Rather than preach, it encouraged debate and discussion.

For film, we created an initiative called The Collective Good. A rare opportunity was given to young artists. Independent filmmakers. And unique minds, unrelated to advertising. All were invited to bring the brand belief to life. Their work was shared across regions. And our films were as diverse as the bank’s footprint.

Our outdoor message had meaning, long after the media placement ended. Vinyl material was recycled and repurposed for schools and small businesses.

Finally, a repository of stories was added online - proof of the good the bank has been doing. Many led you to causes and initiatives STANDARD CHARTERED is involved in.

Results and Effectiveness
• Campaign elicited articles by The Wall Street Journal, Financial Times, The Guardian and Fast Company.
• Within the first month, the number of page views for the bank’s website increased by 27% to 2,421,261.
• US$3 million in free media coverage.
• Enquiries from Singapore's Economic Development Board and respected business schools to use the campaign as a case study.
• 'Here for good' rallied the bank’s 73,000 staff, influencing policies, products and offerings.
• Bank delivers record first-half profit in 2010. Group profit up 10%; consumer banking profit up 85%; and wholesale banking profit up 10%.