The banking group has unveiled a new advertising campaign that taps into the power of narrative and uses new platforms and channels to get its message across.

Standard Chartered, which last week reported its third-quarter figures, has gone into story-telling mode as part of a new advertising campaign. The UK-listed bank is partnering with renowned marketing company Publicis Groupe.

Distinct from conventional campaigns that often rely on celebrities, this initiative is rooted in human truths within the affluent segment, focusing on wealth opportunities that transcend the obvious, the UK-listed lender said in a statement.

"This campaign is not just a departure from the norm – it's a leap forward,” Haymans Fung, head of marketing CPBB and head of global partnerships marketing, Standard Chartered Hong Kong, said. "We've thoughtfully designed this endeavour to integrate customer insights, creative storytelling, and a distinctive focus on character building. By leveraging our rich customer data and understanding, we learned that being able to help our customers to uncover hidden values in wealth and investment is what we they are looking for from a bank. This campaign embodies our commitment to originality and to offering our clients wealth opportunities that go beyond the conventional."

The campaign, which will hit various media channels, is designed to spark conversations. Channels include outdoor advertising for immediate impact and brand building, and social media engagement with the help of young influencers, such as Jay Fung and Tim Wong, who resonate with the younger and emerging affluent sector. Additionally, they harness TV and YouTube. Search and display will be key to driving campaign performance.