〈Here for good〉:亞洲實效營銷節作品範例

2011s年亞洲實效營銷節「最佳區域性品牌發展」類金獎得主,是新加坡TBWA為渣打銀行發展的〈Here for good〉行銷案(中文詮釋為:「一心做好,始終如一」)。


平面設計大師Stefan Sagmeister以字體短片表達渣打的「Here for good」品牌主張

OBJECTIVES 目標
Despite its size and profitable operations, Standard Charter faced a paradoxical challenge of being seen neither as global as its two main international competitors (HSBC and Citi), nor as local as its many domestic banking rivals. Like all major investment banks, the brand had also emerged from the Global Financial Crisis with a public image tarnished by perceptions of greed.

To overcome these challenges, the campaign sought to redefine the Standard Charter brand, raise the bank’s net awareness by 10 per cent by end of 2010, and reconnect with customers by presenting a new rulebook for what banks should stand for.

渣打銀行儘管具有規模和獲利,卻面臨兩難的挑戰:不被認為是全球性銀行,因為兩個主要競爭者(HSBC和Citi)在前,也不被認為是本地銀行,因為各本地市場競爭者眾。而又像所有主要的投資銀行,在全球金融危機後,銀行的形象被烙上貪婪的印記。為了克服這些挑戰,行銷希望重新界定渣打的品牌,在2010年底前提升品牌的知名度達10個百分點,並藉著展現對於銀行應該遵守的規則的重新思考,重新與消費者建立連結。 

STRATEGY 策略
The marketing campaign embraced the rising public sentiment for more responsible banking – the very behaviour that had helped Standard Chartered avoid the brunt of the financial calamity that had befallen some of its rivals. Into the highly charged post-meltdown mileau, the campaign launched with a compelling new anthem for banking, opening with the powerful question: “Can a bank truly stand for something?” Four renowned artists from across the bank’s geographies were then recruited to provide their regional interpretation of the bank’s high-minded convictions in a series of short commercials and the campaign was later executed across multiple media, covering over 100 countries and engaging internal audiences, customers and clients, regulators, media and stakeholders.
行銷方案擁抱大眾高漲的希望銀行更負起社會責任的意識——而這正是幫助渣打銀行安然渡過讓許多對手銀行因此覆滅的金融風暴的行為。在後金融風暴的緊張情勢中,行銷案推出令人信服的新銀行行為規範,開頭就提出:「銀行能否真正具有意義?」這樣一個有力的問題。由渣打在全球主要市場*分別邀請而來的四位藝術家**分別以短片詮釋渣打的高尚信念。其後並以多媒體執行,並在超過100多個國家,向包括行內,消費者,客戶,管理當局,媒體,等多重關係者訴求。

* 渣打總部在倫敦,並在亞洲、非洲,和中東據領導地位。

**根據渣打銀行發佈的公關文件:四位藝術家與其詮釋分別為:

1. Stefan Sagmeister ──平面設計師,創作中運用字體藝術,展現渣打「處處為吾家」的承諾。
2. Ezra Wube──出生於埃塞俄比亞的製片者與藝術家。運用繪畫及動畫技巧,闡述渣打如何融入變遷中的非洲,刻畫非洲在蛻變中的獨特面向。

3. 田壯壯──以樹木和城市生活,展現渣打的傳統特色和悠久的歷史。

4. Sandra Madi──來自約旦,運用紀錄片拍攝手法,訴說渣打對於不同年代顧
客的連繫與承諾。

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