CLIENT
Standard Chartered Bank (Hong Kong)
Esmond Mok, Regional Head, Corporate Affairs and Brand & Marketing GCNA, Standard Chartered Bank (Hong Kong)
Cheuk Shum, Head, Retail & Digital Marketing, Hong Kong , Standard Chartered Bank (Hong Kong)
Catherine Hon, Manager, Retail Products Marketing, Brand and Marketing, Hong Kong, Standard Chartered Bank (Hong Kong)
AGENCY
Jan Cho, Managing Director, TBWA Hong Kong
Jerome Ooi, Executive Creative Director, TBWA Hong Kong
Terence Ling, Head of Strategy, TBWA Hong Kong
Pauline Wong, Director of Client Services, TBWA Hong Kong
William Chow, Group Creative Director, TBWA Hong Kong
Google (Hong Kong)
SUMMARY
The most persuasive credit card agent is one that can read your mind.
To win credit cardholders in an unforgiving market with a less competitive offering, Standard Chartered Bank created a new marketing system that used trending content to identify and convert unsuspecting audiences. This 'Algorithm Agent' used long-tails of interest data to personalise and serve branded content in real-time and at scale. It immediately reversed the market’s declining trend, achieved a record in card applications, and proved a more efficient and sustainable marketing approach unseen in the category.
