Social Content | Photography | Brand Film | OOH | Display Ads | Video Ads
Winning The Heart of Gen Z
“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. ”
The Brief
Our mission is to revitalize the SC Easy Banking brand, specifically targeting Gen Z's interest in digital banking. This move is critical in a highly competitive industry, where major banks leverage young celebrities' endorsements to capture market share.
The Strategy
To appeal to a new generation that values authenticity and individuality over glitz and glamour, SC Bank decides to change the tune from the mainstream by projecting an aspirational lifestyle instead of bombarding the audience with over-the-top celebrity endorsements and overwhelming hard-selling tactics.
Life Gets Easy When You Live Smart
依時、依地、依我
The Concept
The campaign is sought to portray a new breed of digital banking customers—those who savour control over their lifestyle, living in their own rhythm and space.
SC Easy Banking breathes new life into its Easy Banking persona, heading into the new year with a fresh face and a robust digital campaign targeting young customers.
A Spokesperson with a Difference Vibe: Terence Lam
The bank has chosen Terence Lam, a rising star in Hong Kong's music scene. Lam's journey to stardom is no overnight sensation; he has earned his fame and commercial success over time with his captivating compositions.
With over 27 million plays on Spotify in 2021 alone, his songs resonate with the young audience the bank wished to engage. Lam's persona, valuing creativity and individual pace, mirrors the bank's reimagined image for its Easy Banking offerings.
From Awareness to Conversion: A Thoughtful Journey
A series of creative assets, including online videos, display ads, social content, a photo album, eDMs, and posters, engaged customers at every stage of the marketing funnel.
Brand Buidling: Thematic Video Commercial
The commercial begins on just another day in the life of Terence Lam. He prepares for his day ahead. He runs errands, works on his music project and meets with friends. Then his narrative begins gently.
“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
The campaign includes both branding and tactical video ads, with Terence Lam delivering specific product messages.
Educational Short Animation
To further amplify the reach of the campaign in the online space, we have meticulously designed a set of animated display ads that effectively convey various tactical messages.
By utilising this approach, we can effectively capture the attention of our target audience and achieve optimal engagement levels.
Mid-Funnel Creative: Problem & Solution Ads
To keep our campaign fresh, increase awareness, and drive consideration, we create creative assets like videos and images based on three customer personas. We focus on their pain points and offer our product or service as a solution.
Lower Funnel Creative: Tactical Offers
The storytelling continues as we use targeting ads with product offers to efficiently convert prospective new customers.
SC Special: Terence Lam’s Photo Album
We have captured behind-the-scenes photos during the video shoot and compiled them into a souvenir gift for the campaign activation. New SC Easy Banking customers are eligible to enter a lucky draw for this collectable photo album.
