TBWA\Singapore releases major new 'Here for Good' campaign for Standard Chartered Bank

Individual 3 - with mother.jpgTBWA\Singapore is behind a major new global television campaign across Asia next Monday, underscoring Standard Chartered Bank's 'Here for Good' manifesto.

The campaign breaks in China, Malaysia and Taiwan, and is part of a global rollout that reflects the bank's commitment to the economies and people in the markets in which it operates. The TVC is a visual diary depicting a day in the life of four individuals - two from Asia, one from the Middle East and the other from Africa.

"The campaign captures the intricate fabric of life. Wherever you are in the world, there are certain themes we all relate to. If you find these common threads, you can create something truly endearing," said Eddie Azadi, Creative Group Head at TBWA Singapore.
Unlike most advertisements, three of the people featured in the TVC are real personalities documented in their actual surroundings. The TVC complements an extensive print and outdoor campaign with the provocative headline, 'What Good Can a Bank Do?' coupled with an invitation to the public to engage in conversation at the campaign microsite, where they can share what matters to them in the financial industry. The infographic microsite, also created by TBWA\Singapore, gives people an opportunity to be part of a 'global voice' as the microsite was developed with a backend algorithm designed to dynamically capture data on key industry-related topics online and in social media. It then automatically generates and displays this trending information in graphic form. Aside from viewing a wide range of initiatives across the globe, users also have the choice to view trending topics in their own geographical region.

"This campaign goes further than merely putting our logo on TV and billboards," said Claire Fedder, Head of Brand at Standard Chartered Bank. "We want to affect real change in the communities where we operate, and in this way, deliver on our Here for Good brand promise. To this end, we are encouraging people to visit our website and tell us what's most important to them. This will help us create a digital barometer, which will enable us to demonstrate how we are listening. It also provides examples of where we positively contribute in those areas. It's our intention to show that banks can be a positive force in local communities".

The 'Here for Good' campaign was first unveiled in 2010 and has won numerous awards, including a Silver SPIKES and a Gold at the Asian Marketing Effectiveness Awards.

3 Comments

Surfdude said:

Boy, it's terrible compared to the first one.

Merrinda said:

This is what happens when you don't have an ECD...someone who is ultimately responsible for the output. The suits and planners dicktate the work till it turns to crap and then they all shrug and point at each other.

John said:

A classic example from Good to Bad. Watch this space!

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