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IAB HK Digital Awards 2024: Best Advocate of Social & Environmental Impact - GOLD (Standard Chartered Anti-Fraud Campaign)

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Campaign: Standard Chartered Anti-Fraud Campaign

Brand: Standard Chartered Bank

Agencies: dentsu Hong Kong, Secret Tour

 

Challenges & Objectives

Fraud targeting the elderly is increasing as scammers become more sophisticated, highlighting the need for stronger and more effective anti-fraud messaging to protect this vulnerable group.

 

Insight and Strategy

Key Insight:
Elderly individuals, a demographic highly vulnerable to scams, are challenging to engage through traditional awareness campaigns. However, their strong cultural affinity for dim sum presented a unique opportunity to bridge the gap.

Strategy:

  1. Innovative Partnership: Collaborated with Lung Dim Sum, a well-established restaurant, to create Hong Kong’s first Anti-Fraud Restaurant.
  2. Edible Education: Transferred critical scam prevention knowledge into a memorable, tactile experience by designing custom dim sum that symbolized fraud tactics (e.g., deceptive appearances).

 

Execution

1. Yum Cha Place

  • Innovative Anti-Fraud Campaign: Partnered with Lung Dim Sum to transform a restaurant into Hong Kong’s first Anti-Fraud Restaurant, serving themed dim sum to educate seniors.
  • Celebrity & Expert Engagement: Featured 92-year-old actor Woo Fung and TVB star Kalok Chow, along with HKMA officials and St. James Settlement’s CEO, to share fraud prevention tips.
  • High Participation: Offered free dim sum with Senior Citizen/JoyYou Card over three weeks.
  • Cultural Appeal: Leveraged dim sum’s popularity among elders to deliver scam awareness in an engaging, memorable way.

2. Community Outreach

  • NGO Partnerships: Collaborated with St. James’ Settlement and Po Leung Kuk to conduct anti-fraud outreach at elderly centers, educating underserved seniors.
  • Extended Community Services: Opened branches on Saturday afternoons as pop-up community centers, featuring interactive anti-fraud games.

3. Social

  • Celebrity Engagement: Senior and financial influencers endorsed the anti-fraud dim sum campaign, highlighting how easily digestible the fraud prevention messages were.
  • Social Media Amplification: Bite-sized anti-fraud tips were shared online to boost awareness and engagement.

4. Mass Media

  • Targeted TV Campaign:
    • Celebrities starred in an educational TVC aired in Hong Kong & GBA
    • Coverage on 東張西望 (a program known for reporting fraud cases) amplified reach
  • Strategic Digital Outreach:
    • Deployed digital billboards in high-traffic locations

 

Results

  • Campaign Impressions: 17,900,000+
  • Campaign Reach: 3,200,000+

 

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