Standard Chartered Bank: Here For Good

Robin Nayak and Vu Nguyen

Campaign details

Brand owner: Standard Chartered Bank
Agency: TBWA\ Singapore, Digital Arts Network (DAN), OMD Singapore
Brand: Standard Chartered Bank
Country: Bangladesh,Bhutan,Brunei Darussalam,Cambodia,China,Hong Kong,India,Indonesia,Japan,Lao People's Democratic Republic,Macau,Malaysia,Mongolia,Myanmar,Nepal,North Korea,Philippines,Singapore,South Korea,Sri Lanka,Taiwan,Thailand,Vietnam
Channels used: Internet – display, Internet – microsites, widgets, Magazines – consumer, Mobile and apps, Newspapers, Television
Media budget: 10 – 20 million

Executive summary

Amidst a climate of recession and distrust of the financial industry, Standard Chartered Bank launched its lauded 'Here For Good' brand promise in 2010, with the aim of improving its total awareness scores in as many markets as possible and enhancing its brand value.