Results and Effectiveness

The objective of changing the mindset of key influencers was achieved through increases in Brand perception scores around sustainability and social responsibility during the period. Singapore + 13%, India +33%, Indonesia +32% increase versus the previous month The campaign exceeded all media KPI’s. Benchmarks were based on Economist’s previous debates. • 30,000 people visited the debate (+50% plan) • 1,800 voted (+80% plan) • 425 people commented (plan 250). • Facebook page built a community of 3,500 • 400 whitepaper downloads Clearly Standard Chartered Bank effectively harnessed the power of opinion to demonstrate they truly are Here for Good

Creative Execution

The Economist was selected as key partner, due to their: • Strong digital platform • Affluent readers • Influential connections Research was conducted to identify the topic, “Corporate Social Responsibility has nothing to do with Charity”. Speakers were engaged from corporations and charities to argue the motion. The debate was hosted online in a series of rounds. Experts opinions stimulated voting and discussion from the public. Digital amplification ran across Asia on all key platforms: • Banners on Economist, Linkedin, Facebook other select sites • eDMs to Economist’s database • Video on Youtube • Seeding on community partners social feeds • Keyword search A Facebook page seeded content and created anticipation prior to launch. While the debate was live, it provided updates on voting, highlights from speakers and comments from the public. At the conclusion a culmination of the discussion and expert posts was captured in a white paper.

Insights, Strategy and the Idea

Standard Chartered Bank stands for people, progress and a long term commitment to the community. In order to be credible, SCB needed to prove this brand promise, rather than just say it. The challenge – how to find a tangible way to demonstrate their commitment to good corporate citizenship and show they are “Here for Good”? The key audiences to be convinced were the influencers and opinion leaders. Reaching this elusive group was difficult as they are discerning about how they spend their limited free time. Analysis led to the following insight: While the target have low consumption of most media, they make time to consume social media online and will engage in discussions where they have a strong point of view. A big idea was born - to create an online debate, focusing on an issue pertaining to CSR, fuelled through social media.