One spot focuses on the runners, the second on cheer-leaders and the third targets donors for the February 12 race. "We wanted to deliver the message that the Hong Kong Marathon is not just about the runners but also about teamwork and the spirit of Hong Kong," said Avis Kong, the bank's senior corporate affairs manager.
Created by TBWA, with OMD on media, the 'Footprint' spots are supported by print, outdoor, radio and internet, featuring a mini-site where the TVC is screened and race games can be played. The bank also decorated a bus shelter near its HQ and has displayed several hundred painted running shoes collected from school students at a Causeway Bay shopping centre. The event has raised HK$12 million (US$1.5 million) in the last nine years. Over 38,000 participants are expected for the race.
Bank celebrates HK's spirit ahead of charity race
Standard Chartered Bank has launched a multimedia TV-led push to celebrate teamwork and the spirit of Hong Kong for its 10-year-old charity marathon.