IAB HK Digital Awards 2024: Best Use of Data & Insights - GOLD (Standard Chartered In Times of Need Campaign)

Campaign: Standard Chartered In Times of Need Campaign

Brand: Standard Chartered Bank

Agencies: dentsu Hong Kong, Hungry Digital

Challenges & Objectives

The personal loan market is shrinking due to rising delinquency, with ads focusing on quick fixes. SCB needs to reposition loans as smart, flexible financial tools to attract quality borrowers.

Insight and Strategy

Insight:

Many young consumers are heavy credit card spenders but may not view loans as smart or empowering.

Strategy:

Reframe loans as smart, seamless solutions (similar to credit cards).
Consolidate loan & credit card loan products into a single, easy-to-understand offering.

The Ultimate 1PD-Powered Need Predictor:

A Game-changing ecosystem to elevate personalization to prediction by cutting-edge technologies
- 1PD Data Pool Analytics: RTIM Decision Engine
- Channel Prediction: Adobe MarTech Stacks to deliver the messages via different channels
- Output: AI Plug-in and Conversion API to connect first-party data

Execution

1. Data-Driven Targeting

Need Predictor: Uses card loan data to identify high-credit-score segments.
Spending Behavior Analysis: Tailors messaging to align with customer interests, reducing loan stigma.
AI Propensity Model: Expands reach to similar high-potential audiences, boosting conversion rates.

2. Integrated MarTech Orchestration

Seamless Customer Journey: Combines data, analytics, marketing, and CX platforms for real-time, contextually relevant offers.
Preferred Touchpoints: Delivers personalized loan solutions at optimal moments in the customer lifecycle.

3. Dynamic Cross-Selling & Retargeting

Real-Time Optimization: Adjusts product offers (4 loan types) based on immediate customer responses.
Tailored Follow-Ups: Sends customized messages to non-converters within days to re-engage.
Impact: Higher lead quality, more accurate targeting, and improved ROI through hyper-personalized ads.

Innovation

1. Attention-First Media Buying

Market-First Approach: Uses IAS machine learning combining viewability, ad environment and interaction metrics (including eye-tracking) to measure true attention
Advanced Attribution: Analyzes audience engagement patterns to predict needs and feed insights into Need Predictor engine
Quality Over Quantity: Focuses on buying meaningful attention rather than just impressions

2. Emotional Storytelling

Influencer Marketing: Featured popular YouTube stars Angelina & Shadow ("Trial & Error") to humanize loan products
Youth Appeal: Used relatable digital-native personalities to connect with younger audiences
Multi-Channel: Deployed across TV and digital platforms for maximum reach

3. Experiential Marketing

LFC Partnership: Leveraged Liverpool FC sponsorship to create unique fan experiences
Targeted Appeal: Designed packages specifically for: young adult travelers and families with children
Narrative-Driven: Built compelling stories around loan benefits to drive engagement