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 formatvariants for testing and optimization. SC 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, it 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 website 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.
Adzymic transformed SC’s display advertising into high-performing ad formats with content-rich and visually captivating displayads developed at scale and speed. It combined the power of innovative adformats 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.
Overall, the aggregate results of 4 product campaigns delivered:
Watch the case study video here:
“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 significantly 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.”
Frank Wong – Associate Digital Performance Director, iProspect