Situation :

In a cluttered and heavily regulated banking environment in India, sourcing new clients is a challenge, especially in the premium segment, where people already have longstanding banking relationships.

Typically, a bank with the highest number of branches and / or sales force tends to gain market share and these relationships then tend to be dominant for extended periods.

Standard Chartered, being a niche player, did not have the advantage of mass presence so as to make disproportionate share gain. Moreover, this campaign comes on the back of the rival Citi’s high-decibel Priority banking launch in November 2015.

Objective:

The challenge was two-fold:

1. Acquire 20% incremental Priority clients despite no change in distribution set up

2. Create a distinct identity for the Priority proposition across target segment and market, clearly distinguishing it from similar offerings by Citi and HSBC, along with building brand salience for SC Priority Banking.

The Media targeted the consumer at all touch points as under:

a. Immersive advertising in leading Newspapers to get their attention as they start their day

b. Presence on relevant genre magazines to catch them in the right environment

c. Radio & OOH to drive the message through en-route work in their cars

d. Workplace branding at Corporate Parks across key cities to ensure higher recall

e. Activation on the weekends at their building complexes that brought life to the campaign thought

f. Innovative Cinemagraphs (first-ever) at their weekend blockbuster-cinema viewing

g. Social Media and Digital Innovations through:

• LinkedIn In-Mail to target professionals

• Affinity-based interest category targeting on Facebook

• Content seeding on key portals like Outbrain to create higher salience