Case Study

STANDARD CHARTERED HONG KONG

BACKGROUND & OBJECTIVES

Standard Chartered (SC) is a long-established bank in Hong Kong (HK) with one of the
largest retail networks. The Covid-19 pandemic impacted business and in 2020 SC HK
saw a 25% drop in branch footfall due to movement restrictions. There was a need to ramp
up customer acquisition and engagement through the online channel, hence digital media
played a pivotal role and programmatic display marketing continues to be a mainstay on
SC’s media strategy.

The marketing objectives were to

attract quality traffic to SC’s website,
enlarge retargeting pools to drive
towards conversion, and acquire by
way of online applications for cards,
loans and affluent banking services.
THE ADZYMIC SOLUTION
SC recognized that their creative strategy required using adtech to
scale up on creative personalisation and format variants for testing
and optimization. They chose the Adzymic creative management
platform (CMP) as the adtech that would drive higher efficiency
and improve campaign performance.

Adzymic combined the power of innovative ad formats

with machine learning to dramatically improve campaign performance.
In this way, Adzymic simplified the creative management process for SC
to create, serve and optimise their display campaign.

During the prospecting phase, Adzymic offered a variety of rich media interactive or video ads to attract web-
site visitors. At the retargeting stage, SC activated more ad formats to reinforce the tactical offer and CTA. This
helped to keep the visuals fresh and interesting, avoiding the issue of creative fatigue during campaigns.

Carousel Ads incorporated campaign TVC and amplified exposure to the target profile.
Rotating panels efficiently showcased multiple product propositions within the banner space.

3D Cube format had visually captivating transition

animation, helping to reinforce tactical messaging to
the retargeted audience base and attracting high CTR.

In-Banner video ads easily extracted TVC from Youtube,

with larger banner space for focused tactical messaging.

Loan Calculator banner ads were

custom built for SC. This interactive ad
was specifically designed according
to SC’s brand guidelines and calculator
logic. Users could interact to get an
instant loan quote before clicking on
to SC website to apply online.
 RESULTS
Overall, the aggregate results of 4 product campaigns delivered:

>2.606M
+31%
+60%
+296%
Higher CTR

Over 2.606 million +60% higher

+296% higher CTR
compared to
standard banners
video views, +31% higher conversion rate
engagement rate versus other standard
with average of 27%
above industry programmatic display
watching up to at least
benchmark banners and reduced
the halfway mark
overall cost per acquisition

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Client’s Testimonials
“Facing increasing competition of digital acquisition has challenged us to redesign our digital advertising approach and Adzymic’s
creative solution was just the thing we were looking for. Now we can streamline our creative process and ensure our ads are
constantly refreshed to capture higher engagement, improving time and cost efficiency. They have impressed us with their
intuitive understanding of our needs, the multimedia effect of the banner formats, and particularly in the customized designs built
according to our functionality and brand guidelines.”

Joey Wong – Director, Digital Marketing and MarTech, Brand & Marketing, Standard Chartered Hong Kong

“iProspect Hong Kong team and our client are impressed by Adzymic’s technology and continuous innovation. They have
enabled our client to create rich media ads, circumventing lengthy production issues that might have taken the creatives
weeks to create, bringing it down to just a matter of days. The higher volume of ads generated for rotation has also signifi-
cantly increased our ability to optimize media performance, giving our client clear decision on updating creatives by audience
signal to easily activate a data-driven campaign.”

Sasa Wai – Digital Performance Director, iProspect

To learn more, contact your Adzymic representative or reach us at info@adzymic.co