Results and Effectiveness

* Over 18,000 people registered in 3 days (Total 36,000 people) * There were a total of 22 free news exposures on 10 major news channels (100% news coverage), equal to a total PR value of US$4,300,000. * Brand consideration increased 3% compared to 2013. * Bank donated a total of USD$500,000 (including registration fee) in promoting care for the visually impaired.

Creative Execution

To promote the marathon activity and to assist the visually impaired employment, Standard Chartered Bank held several press conference to initiate vigorous advocacy to assist the blind employment. In the press conference, we invited the visually impaired friends who were employed through SCB’s assistance to share their own story. Great media exposures were generated in addition to the power of social media to bring positives. By spreading through news reports, we made the public understand the meaning and purpose of the activity. During the marathon event, Standard Chartered Bank invited the visually impaired photographers to record the activity by photos. No matter for the runners, or the photographers, they showed their way to see the world by “inner sight”.

Insights, Strategy and the Idea

Marathon has become a symbol of self-challenging and break through one’s limitation that attracts young runners. It’s estimated to have 110 Marathons held in Taiwan in 2014. Meaningful motivations and different entertainment experience are the key reasons for runners to choose which Marathon events they want to join. Standard Chartered Bank sponsored the marathon event, which invite the visually impaired people to enjoy the marathon, and all of the runners are able to do something to devote themselves to the visually disabled. This was the very first marathon event for the visually detective people to join. It gave them hopes for the future: providing a chance to conquer their limitation and to challenge the impossibility.