Standard Chartered Bank: Harnessing the power of opinion

Amanda Watts

Campaign details

Brand owner: Standard Chartered Bank
Agency: OMD
Brand: Standard Chartered Bank
Country: China,Hong Kong,India,Indonesia,Malaysia,Other,Singapore,Taiwan,Thailand
Channels used: Email marketing, Internet – display, Internet – general, Internet – microsites, widgets, Internet – search, Magazines – consumer, Online video, Social media
Media budget: 500k – 1 million

Executive summary

This case study shows how Standard Chartered Bank demonstrated their commitment to good corporate citizenship and proved they were living up to their brand promise, by partnering with The Economist to create a major online debate focused on Corporate Social Responsibility (CSR) designed to change the mindset of key influencers, all fuelled through social media.