Social Content | Photography | Brand Film | OOH | Display Ads | Video Ads
SC Bank: Banking at Your Own Pace
The Brief
Standard Chartered Bank sought to revitalise its SC Easy Banking brand, focusing on capturing the attention of Gen Z.
In an increasingly competitive digital banking landscape, where celebrity endorsements were the norm, the bank needed to offer a fresh, authentic appeal that resonated with younger audiences.
Insight
Gen Z values authenticity, individuality, and control over their personal experiences.
Flashy marketing and traditional celebrity endorsements were no longer sufficient to attract their attention. This generation was more drawn to relatable figures who embodied creativity, hard work, and self-expression.
Strategy
Instead of relying on the usual celebrity endorsement playbook, SC Bank connected with Gen Z by embracing a more authentic and aspirational lifestyle message.
The strategy focused on building a brand identity rooted in creativity and individuality—aligning with how this audience lives at their own pace.
Idea
“Life Gets Easy When You Live Smart
依時、依地、依我”
The campaign was created to illustrate a distinct type of digital banking customer - those who prioritize having control over their lifestyle, living at their own pace, and in their own space.
It featured digital banking customers who appreciate flexibility, control, and the freedom to live life on their own terms.
A Spokesperson with a Difference Vibe: Terence Lam
SC Bank selected Terence Lam, a rising star in Hong Kong’s music scene, as the face of the campaign. Unlike the traditional path of most celebrities, Lam gained fame through dedication, creativity, and gradual success—a story that resonated with Gen Z. His persona also matches SC Easy Banking's values of individuality and control.
In 2021 alone, his songs were played over 27 million times on Spotify, connecting with the young audience the bank aims to reach. Lam's focus on creativity and individuality aligns with the bank's reimagined image for its Easy Banking offerings.
From Awareness to Conversion: A Thoughtful Journey
We crafted diverse creative assets, including an outdoor billboard, a thematic online video, eye-catching display ads, engaging social content, a visually stunning photo album, eDMs for direct communication, and attention-grabbing posters. These assets effectively captivated and engaged customers throughout every marketing funnel stage.
Brand Building: Thematic Video Commercial
The centrepiece was a day-in-the-life video of Terence Lam. Viewers followed him as he effortlessly balanced his personal life, creative work, and social activities, all made smoother through SC Easy Banking’s digital services.
The commercial communicated the ease and flexibility of using the bank’s app, aligning banking with the rhythm of daily life.
“Slow and Steady Wins the Race”
In a world where everyone insists on racing against time,
I would rather embrace my own rhythm, taking the time to feel every detail truly.
With Standard Chartered's Easy Banking,
A single app allows you to open an account directly from your phone,
Handle everyday banking matters,
Savings, withdrawals, foreign currency, investments,
All are in sync with my rhythm.
When I encounter friends who match my tempo,
We can slow down, engaging deeply and meaningfully.
Anytime, anywhere, my way,
Standard Chartered's Easy Banking.
Tactical: Product-Driven Video Ads
Additionally, we produced a series of complementary video ads focused on specific product features, blending lifestyle imagery with clear, actionable product benefits.
Educational Short Animation
We created an engaging series of animated display advertisements that highlight essential product offerings.
Our aim was to produce visually appealing content to capture attention and increase audience engagement.
Mid-Funnel Creative: Problem & Solution Ads
Customised videos and images strategically designed to identify and address the specific pain points of diverse customer personas.
These visual and video resources deliver personalised solutions that cater to each individual's unique needs, showcasing how SC Bank's Easy Banking services can enhance their banking experience effectively.
Lower Funnel Creative: Tactical Offers
Customised advertisements and exclusive offers were strategically implemented to convert users who showed a high level of engagement.
These tactical messages highlighted enticing, limited-time deals designed to capture attention and encourage immediate action.
SC Special: Terence Lam’s Photo Album
To further incentivise sign-ups, SC Bank offered a unique giveaway: a limited-edition photo album capturing behind-the-scenes moments from the campaign shoot.
New SC Bank customers had the chance to win this exclusive item, adding a personalised touch to the activation.
Client's Endorsement
“To stay on top of the game in the age of digital banking, we constantly introduce new digital services that suit our client’s lifestyles. We believe that every client is unique and can enjoy our services at their pace and space. ”