The campaign, led by a television execution entitled 'Global explorer' seeks to communicate the bank's brand values - 'courageous' and 'international'.
The 60-second commercial, which is also running as a 30-second cutdown, shows a SCB employee searching the globe for new investment opportunities - such as renewable power sources like wind energy - for the bank's clients.
The TV spot is supported by print, outdoor, DM and point-of-sale activation.
"In Hong Kong, it is difficult for a bank to stand out because it is a tactically-driven market," said Joanne Lao, MD, TBWA\Tequila Hong Kong. "The whole investment services part of the bank has seen a lot of growth recently, so the objective was to position SCB in this area by clearly differentiating the bank through its core values that drive its business."
Breaking this month and running for eight weeks, the communications platform seeks to position SCB - typically perceived as a local Hong Kong bank - as an international player, with presence and expertise in more than 50 countries globally.
"The campaign speaks about exploring these new opportunities, opening new growth frontiers and finding the next China," said Lao. "The campaign is thus built around SCB exploring the world on behalf of its clients."
PHD handled media planning and buying.
SCB is listed on both the London Stock Exchange and the Hong Kong Stock Exchange and is consistently rated in the top 25 among FTSE-100 companies by market capitalisation.
