Why is this work relevant for PR?

This campaign is the perfect fit for the PR award because takes the known tagline for Standard Chartered Bank and questions what that means in a creative and innovative way, with distinct BBC StoryWorks storytelling . For us, it would have been straightforward to find known stories that are championing this ideal/tagline, but BBC StoryWorks, alongside SCB, took this one step further to find unique stories that held core universal values we knew would resonate with audiences. This series celebrates these remarkable people and their belief in better. After all, 'good enough' never changed the world

Background

To showcase the works Standard chartered has done with new business to support people taking risks for the greater good, who hadn't been able to find support from other sources. KPIS: increase in brand awareness in Asia, brand positivity around key statements, creating the intention to engage with Standard chartered bank

Describe the creative idea (20% of vote)

So we worked closely with their teams to identify 3 of their customers that they’d helped along the way to achieve their goals, knowing that our Audiences engage more with authentic, emotive stories as opposed to explicit brand statements. We also ensured that we included local stories from SCB's priority markets, between articles and videos

Describe the strategy (30% of vote)

To showcase the works Standard chartered has done with new business to support people taking risks for the greater good, who hadn't been able to find support from other sources. KPIS: increase in brand awareness in Asia, brand positivity around key statements, creating the intention to engage with Standard chartered bank

Describe the execution (20% of vote)

Following this insight, we delivered three articles and four videos, featuring inspirational people and organisations that standard chartered had supported in key markets, as well as Bill Winters, their CEO talking about why the projects and ethos were so important to the bank, and to the future of innovation for the world. These included a charitable eye care centre in India combating preventable blindness, a telehealth application in Jakarta helping patients access healthcare, and a Singaporean coffee roasting company committed to maintaining their traditional practices.

List the results (30% of vote) – must include at least two of the following tiers:

40% uplift in brand positivity 21% decrease in brand negativity - shifting people with really negative opinions toward consideration 30% increase in the perception that SCB is community minded 25% increase in the perception that SCB inspires ambition 345% increase in brand awareness 83% of people who watched the videos in key markets expressed an intention to perform a follow up action to engage with the brand

Describe the effectiveness of the PR campaign

40% uplift in brand positivity 21% decrease in brand negativity - shifting people with really negative opinions toward consideration 30% increase in the perception that SCB is community minded 25% increase in the perception that SCB inspires ambition 345% increase in brand awareness 83% of people who watched the videos in key markets expressed an intention to perform a follow up action to engage with the brand