8 min read
20 Jan 2022

Standard Chartered drives 48X engagement rate through an interactive campaign reaching close to 1MN NRI users in Malaysia and UAE

Standard Chartered Bank
Bank Beyond Borders
BFSI
engagement
Malaysia & UAE

about Standard Chartered

Standard Chartered Bank is a leading global bank, offering a wide range of services including NRI banking, credit cards, loans, and deposits, among others. It is one of the world's leading international banks present in 60 countries.

what Standard Chartered wanted

  • To raise awareness of the numerous banking services for Non-Resident Indians (NRIs) living in Malaysia and the United Arab Emirates (UAE).

  • To provide an interactive experience that highlights the essential aspects of the banking and travel services that Standard Chartered provides for citizens around the world.

branding solution offered by mCanvas

format
interstitial, animation,
swipe functionality
targeting
age: 25-50 year-olds
location: NRIs in UAE and Malaysia

how the campaign was executed

  • With mCanvas' interactive rich media ad format, leveraging its multimedia capabilities.

  • The ad format incorporated dynamic graphics, relevant text, and captivating animations to communicate the brand's messaging effectively.

  • To promote the international banking services offered by the brand, the ad employed an interactive swiping functionality that allowed users to explore and engage with the content seamlessly.

execution

  • To effectively reach the NRI audience for the campaign, mCanvas utilized language targeting to focus on Hindi-speaking users in the UAE and Malaysia.

  • Third-party audience segments from DMP providers were also employed during campaign setup, and ads were displayed on Indian and regional websites with high NRI traffic.

  • The interstitial ad began with a revolving globe and the message, "explore banking that cares for you, beyond boundaries." Users were prompted to "TAP TO CONTINUE" to initiate the interactive experience.

  • Upon tapping, an expandable ad instructed users to "SWIPE RIGHT" to reveal a banking partner that "flies beyond borders with you." As users swiped, an animated plane flew across the globe and landed on location pins, showcasing different features of NRI banking services provided by the brand.

  • Each location pin displayed a pop-up with visuals and key features of the banking services. Users could continue exploring by swiping right and landing on other pins, each highlighting different features.

  • After three such pop-ups, the user was presented with a call-to-action to "APPLY NOW" and learn more about the banking beyond borders services on the brand's webpage. By leveraging engaging visuals, animations, and interactivity, the campaign successfully promoted the brand's NRI banking services to the target audience in a compelling and memorable way.

see the results for yourself

1MN

users

9.7% *

engagement rate

*48X higher than industry standards

8 secs

avg time spent

MOAT by Oracle

29.62%

on Screen %

impressions where at least 1 pixel of the ad was in-view with focus

41.70%

In-View %

unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second

53.46%

Fully On-Screen %

impressions where the ad surface was 100% on-screen for any period of time

62.80%

IVT %

unfiltered impressions that were determined to be delivered to an invalid endpoint

campaign performance data

top 5 devices as per engagement

top 5 sites / apps as per Eng Rate

testimonial
"We wanted to inform our NRI users to choose Standard Chartered Bank for all their banking needs, no matter where they are. The mobile ad helped introduce them to the key features of the NRI banking segment through a truly beyond border experience. With mCanvas, we were able to create something fun and unique, and achieve 2 times the engagement rate decided, which is a testament to the campaign's incredible success."
Dipti Kanitkar, Associate Director, Digital Brand & Marketing, Standard Chartered Bank,(India)
"The main challenge we faced was to build an informative learning experience that engaged users effortlessly. We needed an innovative way that caught the user's eye and intrigued them to engage with the ad. To overcome this challenge, we strategized on using the swipe functionality, a simple sensor to create an immersive & interactive experience, that focused on all the key elements and messaging of the SCB brand."
Akshay Mohini, NandoskarAssociate Director - APAC & ME, mCanvas

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