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.
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.
