The Campaign

The Insight: Fueled by the start-up dreams, the Indian GenX is rapidly transitioning from emerging affluent to affluent at a younger age. This younger affluent class is impatient and wants to achieve their personal and professional dreams faster than ever before. They’ve tasted this exaggerated pace of consumerist consumption in all aspects except banking.

Creative Execution

The Media targeted the consumer at all touch points as under: a. Immersive advertising in leading Newspapers to get their attention as they start their day b. Presence on relevant genre magazines to catch them in the right environment c. Radio & OOH to drive the message through en-route work in their cars d. Workplace branding at Corporate Parks across key cities to ensure higher recall e. Activation on the weekends at their building complexes that brought life to the campaign thought f. Innovative Cinemagraphs (first-ever) at their weekend blockbuster-cinema viewing g. Social Media and Digital Innovations through: • LinkedIn In-Mail to target professionals • Affinity-based interest category targeting on Facebook • Content seeding on key portals like Outbrain to create higher salience

• Account acquisition - 24.65% incremental acquisitions over business-as-usual (in the campaign period), against a target of 20%. An over achievement of close to 25% • Highest-ever 2 months of sourcing since January, 2014 • Visa Infinite credit card acquisitions grew by 232% over the same period last year with a 13.6 % increase in spends over the campaign period • Digital: 1500+ leads with an impressive 5% conversion. Outlined by 20,172 unique visitors to the website and 142,493 visits on our Facebook page • Brand consideration increased from 53% to 62%. A jump of over 21% This has been the most successful campaign for the Standard Chartered Bank in the last 3 years with over achievement on most KPIs

This has been the most successful campaign for the Standard Chartered Bank in the last 3 years with over achievement on most KPIs

Insights, Strategy and the Idea

Target Audience: An Achiever for who, the creation of wealth is a means to accomplish the dreams for self and family. A young asset-accumulator, responsible father, doting spouse, globe-trotters and a unique experience-seeker, this ‘Generation X’ individual is 35-45 years old. He is image-conscious and selective about his brands and would want to make a mark. He is also extremely impatient, having an innate desire for quick progress and also instant gratification. Media Solution: Idea: LIVE YOUR DREAMS FASTER WITH PRIORITY BANKING The campaign extended across multiple products & services, media & markets best suited to meet the needs of a larger affluent target audience through their different life stages. Our Strategy: We presented the Priority offering as the enabler that can satiate their long-term ambitions today, implying accelerated wealth and hence experience accumulations.