StanChart HK redefines savings concept with Toy Story-themed claw machines

Standard Chartered Hong Kong has unveiled a new campaign themed around Toy Story 30th anniversary, driving awareness and conversions to its "Marathon Savings Account".  

Running until 31 July 2025, the three-month campaign redefines savings as a rewarding and joyful experience with StanChart’s "Marathon Savings Account", said a spokesperson from Standard Chartered in a conversation with MARKETING-INTERACTIVE.  

Leveraging the timeless appeal of Disney’s Toy Story 30th anniversary celebration, the campaign connects with affluent families and young professionals who grew up cherishing the beloved film series, inspiring them to take an active and engaging approach to their financial goals, added the spokesperson.  

At the heart of the campaign is a gigantic 3D animated billboard located at Island Beverly in bustling Causeway Bay. Featuring a huge virtual claw machine on the Island Beverly 3D screen, the interactive out-of-home (OOH) display invites passers-by to scan a QR code, instantly transforming their own smartphones into controllers.  

Using their devices, participants can control the 3D claw display remotely to claw the balls on screen and reveal the prize they could win - an exclusive Toy Story gold coin or virtual “TAITO tokens”, and then redeem them to play the branded claw machines at TAITO STATION just around the corner, at the wwwtc Mall - a playful metaphor for actively pursuing one’s savings goals. 

The Toy Story-themed claw machines, designed in partnership with TAITO STATION, a beloved Japanese arcade brand, aim to target affluent families with children and young professionals.  

Done in collaboration with creative agency Leo Hong Kong, social agency MSL Hong Kong and media agency dentsu Hong Kong, the campaign has transformed the savings concept into an active and tangible experience. “Drawing inspiration from the nostalgic-inducing, wildly popular arcade claw machine, and echoing Toy Story fans’ beloved Alien claw – the bank turned their savings account into a gamified way - a claw machine you control, skillfully “capturing” attractive interest rates and exclusive rewards,” said the spokesperson.   

Showcasing online-to-offline integration, the Standard Chartered Facebook page simultaneously hosts a lucky draw chatbot engagement where customers may win a limited-edition Toy Story 30th Anniversary Gold Coin or virtual “TAITO tokens” to play the in-store themed claw machine. 

The campaign bridges digital engagement with real-world excitement. While the Island Beverly 3D Virtual Claw Machine and the TAITO STATION arcade claw machines remain a key attraction, they also serve as out-of-home placement to raise brand and product awareness. 

Haymans Fung, global and Hong Kong head, wealth and retail banking marketing, Standard Chartered, said, “We have consistently pushed the boundaries of creativity in our marketing campaigns. Creating a fun and interactive way for people to engage with their savings goals and take an active role in building their financial future is what this campaign all about. By combining innovation with nostalgia, we’re delivering a first-in-market experience that resonates deeply with our clients.” 

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