StanChart HK wins big at Marketing Excellence Awards HK 2025

Standard Chartered Bank (Hong Kong) has won big at the 14th edition of the Marketing Excellence Awards Hong Kong 2025, earning the title of Marketer of the Year.

Designed to recognise the exceptional talent and achievements that define the region’s dynamic marketing industry, the awards brought industry professionals together at the Kerry Hotel on 14 November to see if their companies would take home the top honours. All entries were carefully evaluated by a high-profile panel of 37 professionals.

See the full list of winners here.

See the full jury here.

Standard Chartered Bank (Hong Kong) took home nine awards and the coveted title of “Marketer of the Year”. The brand won six golds in Excellence in Corporate Social Responsibility, Excellence in Customer Experience, Excellence in Event Marketing, Excellence in Marketing Innovation, Marketing Team of the year, and Marketing Leader of the year, awarded to Marco Lee, deputy head of marketing for wealth & retail banking.

Additionally, the bank received one silver in Excellence in Targeted Events and two bronzes in Excellence in Interactive Marketing and Excellence in Use of Technology.

A number of its campaigns won the judges' hearts, including the “Anti-Fraud Campaign 2025”, conducted with Secret Tour (HK); “Unstoppable Reds: From Anfield to Hong Kong”; and the “‘Save to Play, Play to Save’ SCB Toy Story Deposits Campaign”, created in collaboration with Leo Hong Kong and dentsu Hong Kong.

The “Unstoppable Reds: From Anfield to Hong Kong” campaign impressed the judges the most. It is built on the partnership between Standard Chartered and Liverpool Football Club (LFC) that began in 2010, during which the bank has sponsored the club and shared in its journey.

Running from 21 June to 26 July 2025, the campaign aimed to transform a global sponsorship into exclusive, transformative experiences that money alone could never buy. It sought to spark pride and belonging while deepening human connections.

The global sponsorship platform "Now is Our Time" reflects Hong Kong's moment, with the campaign strategy aiming to bring the spirit of Liverpool to life in the city. In the first phase, Standard Chartered Bank (Hong Kong) provided its priority private clients access to football’s greatest stage, flying them to Liverpool for the Premier League finale, while TVB documented the journey in a star-studded mini-show.

The campaign went further by offering selected clients the chance for their child to walk onto the pitch alongside Liverpool’s stars during the final—an once-in-a-lifetime experience they may cherish forever.

In the second phase, the campaign aimed to create a global moment for its communities by bringing Liverpool FC to Hong Kong for a match against AC Milan at the Football Festival. Priority booking through Standard Chartered credit cards wasn't just a perk; it provided exclusive customer access to this highly anticipated event. Prime out-of-home (OOH) and immersive fan zones were also launched to transform Hong Kong into a tribute to Liverpool’s legacy.

Furthermore, selected clients shared unforgettable moments with Liverpool legends and the first-team squad, while soccer clinics provided coaching to both clients' children and underprivileged kids. 

The excitement kicked off with an Open Training session, uniting staff, clients, and community members. The Gala Cocktail transformed grand halls into celebration spaces. The highlight was the Standard Chartered trophy match between Liverpool and AC Milan, attracting a record crowd of 49,704. Fans created an electric atmosphere, making the event a memorable experience that resonated throughout Hong Kong.

This year, the competition was incredibly tight with over 810 entries across 37 categories and a total of 117 trophies awarded to the leading brands and agencies across the regions at the ceremony. MARKETING-INTERACTIVE would like to express our gratitude to our esteemed judges for their time and effort in reviewing the submissions.

We would also like to express our heartfelt gratitude to our title sponsor, CODY Out of Home, for their invaluable support. Congratulations to all the deserving finalists for their remarkable accomplishments in fostering growth and success across diverse sectors. We hope this year’s awards motivate the industry to keep pursuing excellence as we look forward to 2026.

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