Standard Chartered Bank (Hong Kong) Limited (“Standard Chartered Hong Kong”) has introduced an unprecedented initiative for its new payroll proposition under the theme “Standard Chartered Payroll Account – More Than a Payroll Account”. Traditionally viewed as a routine financial tool, payroll management is a critical but often overlooked aspect of personal financial planning. This campaign, supported by Leo Burnett Hong Kong and Dentsu Hong Kong, is a gargantuan undertaking composed of creative concepts, strategic planning, media coordination, and execution aimed at enlightening employees about the untapped potential of their payroll accounts. Through a compelling mix of online and offline promotions tailored to resonate with the concerns of Hong Kong employees, the campaign aims to redefine the role of a payroll account as the initial step towards creating passive income and achieving financial goals. This initiative underscores Standard Chartered Hong Kong’s commitment to addressing the needs of the working class through personalised and comprehensive banking services.
The campaign began with a survey conducted by a third-party research institution, commissioned by Standard Chartered Hong Kong, which explored Hong Kong employees’ financial status, stress management, and payroll practices. Bridging on insights, Standard Chartered is positioning and unveiling a new trend—prioritising travel as a desired method for stress relief, termed the “Work-Fly Balance” approach, powered by attractive welcome and monthly offers to earn Asia Miles in the campaign.
The survey’s findings also revealed that employees often overlook the potential of using their payroll accounts to generate passive income. Hence, the campaign highlighted the pivotal role of payroll accounts as the initial step for individuals to establish passive income. To complement this focus, the campaign launched the “Double Pay Lucky Draw” initiative, together with bundled high savings rate offer and unlimited securities buy brokerage waiver offer, providing employees the chance to increase their earnings and meet their expectations for year-end bonuses. These results underscore Standard Chartered’s commitment to understanding and meeting the needs of Hong Kong residents by offering a range of banking services, including investment, high-interest rate deposits, and miles rewards, all accessible through the simple act of opening a payroll account.
Leveraging survey insights, the Bank strategically designed the campaign to resonate with the everyday concerns of Hong Kong employees, positioning the payroll account as a gateway to financial empowerment and passive income generation. By taking the “Work-Fly Balance” approach, Standard Chartered Hong Kong aims to redefine traditional perceptions of payroll accounts and encourage individuals to proactively manage their finances to achieve a better lifestyle. This innovative strategy not only addresses the financial needs of the working class, but also reflects Standard Chartered Hong Kong’s commitment to providing comprehensive and personalised banking services tailored to the evolving needs of customers.
Utilising a multi-channel approach, the campaign employs outdoor ads and social media to highlight the benefits of the Standard Chartered Payroll Account and emphasise financial autonomy. Outdoor advertising, including MTR ads and billboards in major business districts, targets the working class during their daily commutes, maximising visibility and engagement. The visually compelling ads and messaging prompt individuals to reconsider the potential of their payroll accounts in achieving financial goals.
Supported by PR initiatives, influencer collaborations and digital ads, the campaign integrates outdoor ads seamlessly to raise awareness and reinforce the message of financial empowerment through proactive payroll management. This comprehensive marketing strategy aims to engage and educate the target audience to make full use of payroll accounts for passive income and financial success.
Mr. Stephen Man Wai-shing, Head of Wealth and Retail Banking at Standard Chartered Hong Kong, emphasised, “With features like preferential rates, Asia Miles, and exclusive investment offers, the Standard Chartered Payroll Account is more than just a bank account . We lead in empowering Hong Kong’s workforce, enhancing their financial experiences and accelerating lifestyle goals. Our payroll account indeed does more, because it’s More Than A Payroll Account!”
For more information about the payroll services campaign, please visit Standard Chartered’s website.
To watch the campaign video, click here.
