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I read this in Marketing-interactive.com today.

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Singapore – Standard Chartered (SC) has embarked on a new OOH ad campaign using a new Electroluminescent Light (EL) technology on the bodies of 200 Taxis – making it the pioneer in Singapore and Asia for this initiative.

SC has exclusive rights to use EL for outdoor advertising in Singapore until the end of June. The ‘vehicular billboards’ will ply the streets of Singapore from mid-May onwards, have been branded with luminescent SC trust marks.

Other recent marketing and branding initiatives by the bank include collaborating with SMRT and Moove Media to advertise on their Tunnel ad media as well as campaigns with EyeCorp at Changi International Airport Terminal 3 since January.

SC says its efforts have paid off. According to Millward Brown’s annual global brand ranking, compared to 2006, SC is ranked among the top 10 British brands as well as one of the fastest growing brands, it has increased its brand value by 73% to US$6,855 million (S$9,236 million) in 2007.

You can read the article here.

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I’ve bolded the bits I thought was a bit of an over claim to put it very mildly.

So this is what happened. Standard Chartered Bank Singapore implemented three campaigns. One is the recent OOH ad campaign using a new Electroluminescent Light (EL) technology on some 200 taxis in Singapore and the other were some tunnel advertising and some advertising in our Changi International Airport.

The claim is that the campaigns were successful as Standard Chartered is now one of the top 10 British brands accordingly Millward Brown and one of the fastest growing brands in the world.

But perhaps I should give them the benefit of the doubt. It is possible that without these Singapore based campaigns, they would not have done so well globally.

OK, I concede. I stand corrected.

Well done, Standard Chartered Singapore for lifting the global brand standing of Standard Chartered through these fantastic initiatives!

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