ATTRACT INTEREST by PHD Kuala Lumpur for Standard Chartered Bank

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ATTRACT INTEREST

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Industry Banking & Financial Services
Media Promo & PR
Market Malaysia
Agency PHD Kuala Lumpur
Released August 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: STANDARD CHARTERED BANK
Product/Service: BANK
Agency: PHD MEDIA MALAYSIA
Date of First Appearance: Aug 5 2010
Entrant Company: PHD MEDIA MALAYSIA, MALAYSIA
Business Director: Ling Lee Lee (PHD Media Malaysia)
Media Planner: Doris Chin (PHD Media Malaysia)
Media placement: Street Teams (Ambient) - Kuala Lumpur, Petaling Jaya - 5th August 2010

Describe the objective of the promotion.
With declining interest rates, bank deposits campaigns have exploded in Malaysia.
The problem is most banks use the same tactics to lure consumers with contests being the most popular – win a car, win a holiday, win a house, win gold.

To most consumers, these campaigns have become wallpaper and unfortunately there is just “no interest”.

With so many deposit campaigns out there, how do make our one “attract interest”?
When it comes to making deposits, all consumers care about is how much return they’re going to get (not if they stand a chance to win a competition).

Describe how the promotion developed from concept to implementation.
Our opportunity was therefore to “say it how it is”, openly, honestly without hiding behind a competition.

We leveraged a very direct, straight talking form of communication – people with sandwich boards - to clearly, simply and powerfully highlight our competitive offer.

“Ambient Walkers” with mini boards stuck on their backs hit the streets of Malaysia distributing flyers at locations near our CBD branches. Interestingly this form of communication is rarely used by banks in Malaysia so it certainly attracted a lot of attention.

Explain why the method of promotion was most relevant to the product or service.
We needed to stand apart from the competitors, all running different contests through television spots, press buys, etc.

We sent the ambient walkers not only to our own branches at the central business districts, but also near all our competitors' branches as well to shout out our unbelievable offer.

This method was straight-talking, appealing to consumers who were sick of all the gimmicks offered by all the other banks.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This campaign generated a huge amount of buzz and word of mouth in the market, so much so that it caught the attention of the radio DJs who talked about our unbelievable rates.

A total of 100,000 flyers were distributed and and the bank registered 67% increase in deposits during the campaign period.