Standard Chartered brings 'Here For Good' campaign to Asia

The TVC, which will roll out across China, Malaysia and Taiwan, will aim to underscore the bank’s 'Here for good' manifesto.

It will run alongside an extensive print and outdoor campaign with the headline 'What good can a bank do?'. The initiative also encourages the public to engage in a conversation about what matters to them in the financial industry on a dedicated campaign website. 

The microsite was developed with a backend algorithm designed to dynamically capture data on key industry-related topics online and in social media. It automatically generates and displays this trending information in graphic form.

The campaign, created by TBWA Singapore, is part of a global rollout that aims to reflect the bank’s social and economic commitments.

Claire Fedder, head of brand at Standard Chartered Bank, said the campaign seeks to go further than just putting a logo on TV and billboards and instead “affect real change” in communities.

She said, "To this end, we are encouraging people to visit our website and tell us what’s most important to them. This will help us create a digital barometer, which will enable us to demonstrate how we are listening. It also provides examples of where we positively contribute in those areas."