Standard Chartered: Force for Good

Michèle Bouquet-Kumble

International bank Standard Chartered (SC) established itself as a leader in the sustainable finance space in Singapore through a creative platform that disproved the thinking that people, planet and profits were incompatible.

Campaign details

Brand: Standard Chartered Bank Brand owner: Standard Chartered Bank Entrant company: TBWA\SingaporeIdea creation: TBWA\Singapore Market: Singapore Sector: Banks Media channels: Content marketing, Online video, Social media, Online display, Outdoor, Out-of-home, Radio & audio Budget: 500k - 1 million

Executive summary

“I can’t wait to talk about banking,” said no one ever, (aside from the bankers).

This is the story of how a challenger brand increased consideration in Singapore by 60% in an unpopular category during difficult times.

In 2021, more...

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