Results and Effectiveness

Marathon: 98% campaign awareness** 90% awareness of Standard Chartered’s sponsorship** 90% surveyed felt that Marathon enhanced the Bank’s image and demonstrated its commitment to community events** Exceeded enrolment target by +15% vs 07*** A widely reported event. Marathon Savings Account: +50% growth on new accounts,exceeded target by +49%*. Marathon Trade Account: Revenue growth reached 43.6% a month after the campaign vs. 2007*. Marathon Credit Card Offers: Above average brand recall at 27% (vs.18% market norm).Cost efficiency was 3 times better than the market average*. Sources: * Standard Chartered Bank. ** Synovate Marathon Tracking Study 2008. *** HKAAA

Creative Execution

To fuel the city and engage the public with the Marathon excitement: • TVC • Print • Online • Out-of-home • Joint promotion with free dailies for a full cover story. • Transformed a busy highway into a Marathon racing track and guided the runners on race day with billboards. To motivate runners: • Marathon mini site • A cheering bus to cheer at popular training routes. Paper-cups were strategically placed to spell out words of encouragement. • Formed runners groups in Facebook for participants to share news and gossips. An application was developed for users to create their own characters and apply cheering items for their friends. • Viral training tips were produced and shared in other runners’ forums to spread the message. To drive product enquiries: • Decorated bank branches with Marathon theme. • DMs and eDMs were employed leveraged through Standard Chartered’s database.

Insights, Strategy and the Idea

Standard Chartered Marathon has been the biggest event in Hong Kong for the past 11 years. The event plays a key role in engaging the public with Standard Chartered’s ‘one-bank-one-team’ spirit and demonstrates its continuous commitment to the community. Our challenge was to instill new energy to the event, stimulate a higher participation level and drive business for the bank’s marathon banking products. The idea, “Are you ready?” was an invitation. Calling for all runners and the public to prepare to be supported, to cheer and get ready to enjoy all the fabulous offers Standard Chartered has prepared for them. Through integrated media channels, we: -Provided the public an avenue to become active supporters. -Encouraged the runners and demonstrated the kind of emotional support that lifted their spirits and motivation for a Marathon challenge, from training to race day. -Drove traffic and product enquires leveraged through Marathon promotion.