For every 'like' on the marathon’s official Facebook page, the bank will be donating one HK$1. All proceeds will be going to Orbis, Hong Kong Paralympic Committee and Hong Kong Anti-Cancer Society.
If the fan base reaches 50,000 by the marathon date this Sunday, the bank has pledged to donate an additional HK$50,000, totaling over HKD$130,000 in donation.
Developed by the Social Media Arts (SMARTS) Lab of TBWA Hong Kong’s Digital Arts Network, the campaign saw fan numbers increase by more than 170 per cent from 17,000 to more than 46,000 since 14 January.
Average engagement levels increased five-fold compared with the pre-campaign period in December, according to Joanne Lao, managing director of TBWA Hong Kong.
Also commenting on the campaign, Ruby Fu, country head of corporate affairs at Standard Chartered Bank, said that by utilising social media, the marathon message of “Run for a Reason” was communicated to more people and multiplied its impact.
Project: Standard Chartered Bank Marathon, “One Like, One Giving Heart”
Client: Standard Chartered Bank (Hong Kong) Limited
Creative Agency: SMARTS Lab of TBWA’s Digital Arts Network Hong Kong
Director of Client Services: Florence Kong
Business Director: Jan Cho
Head of Social Media: Jocelyn Liipfert
Senior Art Director: Joe Choi
Senior Copywriter: Mike Wu
Art Director: Mike Choy
Designer: Bowie Ho
Senior Technical Producer: Denny Wong
Producer: Kristen Zang
Community Manager: Natalie Chan
Senior Account Executive: Daniel Law