| Title | DRAGON FLYING HIGH |
| Brand | STANDARD CHARTERED BANK |
| Product / Service | DBU/RMB BUSINESS |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency 2 | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Chen/Chu-Jei | Tbwa Taiwan | Senior Art Director |
| Lin/Wei-Chi | Tbwa Taiwan | Senior Copy Writer |
| Chen/Teh-Chen | Tbwa Taiwan | Creative Director |
| Yu/Ling-Ling | Tbwa Taiwan | Senior Account Executive |
| Lin/Shiou-Shan | Tbwa Taiwan | Associate Account Director |
| Tseng/Yu-Shan | Tbwa Taiwan | Vice President |
| Nicola Sun | Omd Taiwan | Senior Planner |
| Freya Liu | Omd Taiwan | Assistant Planning Manager |
| Rhea Lu | Omd Taiwan | Digital Manager |
| Leo Shih | Omd Taiwan | Buying Manager |
| Justine Tsai | Omd Taiwan | Buying Manager |
| Rex Kuo | Omd Taiwan | Buying Director |
| Candy Hsu | Omg Taiwan | Strategic Director |
| Flora Chen | Omd Taiwan | Planning Vice President |
| Elle Huang | Omg Taiwan | Chief Executive Officer |
In merely a month, by the time of March 6, 2013, Standard Chartered Bank Taiwan had performed outstandingly and become the first bank reaching the target of 100 million of RMB deposit business, exceeding all local financial holdings and foreign banks in Taiwan. By April 30, 2013, Standard Chartered RMB business broke their own record, achieving 7% of total market share, which is 3.5 times higher than the general deposit.
Taking the opportunity of the lantern festival and the fact that it is the year of snake, in Chinese we refer it as the “small dragon”, we combine the image of Dragon with Standard Chartered brand spirit “Here for good”, to make creative arrangement of lanterns, bringing a fresh sight to the audience. In the lobby of Taoyuan International Airport, our lantern art installation stands out more than just an impressive marketing furnish, yet a greater meaning of a grateful tribute to the gods for the safety and fortune of our people and the travelers. This leaves a great impression for Taiwan in the hearts of everyone who travels by. Thru the media mix exposed in the airport and in flight, the media effective is maximized.
On February 6, 2013, few days before Chinese New Year, 46 major banks in Taiwan had officially opened up RMB business. What could Standard Chartered Bank Taiwan (SOM 0.7%) do to compete over all local financial holdings and foreign banks in Taiwan, and to become the leading bank for handling RMB deposit business? Relevant surveys have shown that 45% of the investors in Taiwan plan to increase their investments in RMB, using their annual bonus. And the number of Taiwanese investors, travelers, and students traveling across to China is steadily growing each year. We decided to use Dragon, the important symbol for all Chinese people, to capture our potential audience. Dragon represents good fortune and great success. It symbolizes a fruitful harvest after a year’s hard work. The meaning of the Dragon connects to the travelers and businessmen’s expect for fortune and success, a good payback for their effort.