Standard Chartered glows with cabs

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.