StanChart HK and dentsu HK shine at Loyalty & Engagement Awards HK 2025

Standard Chartered Bank (Hong Kong) and dentsu Hong Kong have won big at the sixth edition of MARKETING-INTERACTIVE's Loyalty and Engagement Awards Hong Kong 2025 and were crowned Best of Show - Brand and Best of Show - Agency respectively.

Designed to recognise the most creative, innovative, and impactful consumer-centric programmes across North Asia, the awards brought together industry experts at the Kowloon Shangri-La Hotel on 25 April to see if their companies would take home the top accolades. All entries were carefully evaluated by a high-profile panel of 25 professionals.

See the full list of winners here.

See the full jury here. 

Standing out from the crowd and impressing the jury was Standard Chartered Bank (Hong Kong), which took home 21 trophies in total, including eight golds, nine silvers, and four bronzes with a number of thought-provoking campaigns, including the “Interest-ing Moments” Digital Deposits Campaign”, “Travel To The Fullest. Live Life To The Fullest”, “Standard Chartered Chartered Flight Campaign”, “Standard Chartered In Times of Need Campaign”, ”Standard Chartered Anti-Fraud Campaign”, and “Standard Chartered Credit Card Acquisition Campaign”.

The “Standard Chartered Chartered Flight Campaign”, created in collaboration with dentsu Hong Kong, impressed the judges the most among the campaigns launched by the bank. Running from December 2023 to April 2024, the campaign aimed to change customers’ perception that travel perks were synonymous with credit cards alone, highlighting the bank's all-encompassing travel banking potential.

Targeting affluent and high-net-worth (HNW) travellers, the campaign’s first step was to delve into their habits by commissioning the "Hong Kong Affluent Travel Study 2024". The study found that these travellers anticipated taking eight trips a year and were willing to spend HK$150,000 per long-haul trip, prioritising premium privileges such as access to airport lounges and priority check-in and boarding.

As part of the campaign, Standard Chartered partnered with Cathay Pacific to introduce two exclusive chartered flights for over 400 affluent customers to Taipei and Osaka. The trip included a meet-and-greet with celebrities such as Priscilla Wong and Samantha Ko, customised gifts on their plane seats, folk dance performances, culinary adventures at local Michelin restaurants, stays at luxury hotels, and a glamping night.

To amplify its travel proposition to the target audiences, Standard Chartered partnered with TVB to co-create an exclusive TV programme named “Le Grand Tour de Taipei/Oaska” (Grand 住去台北／大阪). It highlighted an “affluent travel style” that aligned with the travel campaign tagline “Travel to the Fullest. Live Life to the Fullest” (旅行有要求 享受無盡頭). This programme featured various celebrities, specially invited to participate in programmes designed to deepen customer engagement and strengthen connections with its clients.

Behind every successful campaign, agencies play a significant role in developing and shaping the storytelling concept. This time, dentsu Hong Kong, the Best of Show – Agency winner, secured eight gold awards, seven silver awards, and four bronze awards.

In addition to the “Standard Chartered Chartered Flight Campaign”, the “Standard Chartered Anti-Fraud Campaign”, created in collaboration with dentsu Hong Kong and Secret Tour, also impressed the judges with its focus on customer engagement and experience. 

Available from April to June 2024, the campaign targeted the general public, particularly in light of the rising number of fraud cases, especially those targeting the elderly. Despite existing anti-fraud measures, scammers continue to outsmart the market with increasingly creative tactics.

To effectively reinforce the anti-fraud message to the elderly, the campaign recognised that many of them enjoyed dim sum. Therefore, it transformed a yum cha restaurant into an anti-fraud classroom, serving a selection of unique, anti-fraud-themed dim sum dishes to the elderly.

To further engage with elderly people, the campaign partnered with non-governmental organisations (NGOs) St. James’ Settlement and Po Leung Kok to host a range of public educational activities for over 1,000 underserved seniors. It also extended branch opening hours to Saturday afternoon, offering community centres with anti-fraud interactive games.

In terms of social engagement, the campaign invited senior and financial celebrities to try the dim sum and share easily digestible anti-fraud messages on their social media pages. Bite-sized anti-fraud tips were also shared on Standard Chartered’s social media platforms to raise awareness.

Additionally, to engage the public, the campaign invited local celebrities Woo Fung and Kalok Chow to film educational TV commercials targeting the daily peak hours for fraud in Hong Kong and the Greater Bay Area. The story was also featured in 東張西望, a TV programme where fraud cases are frequently reported. Digital billboards were deployed at strategic locations to remind citizens further to stay alert.

MARKETING-INTERACTIVE would like to thank the esteemed panel of judges for dedicating their time and effort to reviewing over 320 submissions. We also thank all the deserving finalists for their outstanding achievements. We believe that this year's awards have inspired future endeavors within the industry.

Related articles:

Loyalty and Engagement Awards HK 2024 winners unveiled
Biggest winner of Loyalty and Engagement Awards Hong Kong 2023 unveiled
The HKJC wins big at Loyalty and Engagement Awards Hong Kong 2022