AIRLINES & ALLIANCES

Standard Chartered Bank (Hong Kong) and dentsu Hong Kong were crowned Best of Show – Brand and Best of Show – Agency

Standard Chartered Bank (Hong Kong) and dentsu Hong Kong were crowned Best of Show – Brand and Best of Show – Agency at the Loyalty and Engagement Awards Hong Kong 2025, celebrating their outstanding marketing and loyalty campaigns. Among their highlights was the “Chartered Flight Campaign,” which offered exclusive travel experiences to affluent customers and reinforced Standard Chartered’s leadership in travel banking. (Image: Loyalty and Engagement Awards Hong Kong 2025)

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GLO

Standard Chartered Bank (Hong Kong) and dentsu Hong Kong took home top honours at the sixth edition of MARKETING-INTERACTIVE’s Loyalty and Engagement Awards Hong Kong 2025, winning Best of Show – Brand and Best of Show – Agency, respectively.

The awards, designed to celebrate the most creative, innovative, and impactful consumer-centric initiatives across North Asia, gathered leading industry professionals at the Kowloon Shangri-La Hotel on 25 April. Submissions were rigorously assessed by a distinguished panel of 25 judges.

Standard Chartered Bank (Hong Kong) stood out among the competition, securing a remarkable 21 awards—eight gold, nine silver, and four bronze—for several innovative campaigns. Highlights included 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 the “Standard Chartered Credit Card Acquisition Campaign.”

Among these, the “Standard Chartered Chartered Flight Campaign,” developed alongside dentsu Hong Kong, earned particular acclaim. Running from December 2023 to April 2024, the campaign sought to broaden the perception of travel benefits beyond credit cards, emphasizing the bank’s comprehensive travel banking services. By conducting the “Hong Kong Affluent Travel Study 2024,” the campaign tailored offerings to affluent travellers who value premium travel experiences. It culminated in two exclusive chartered flights to Taipei and Osaka for over 400 customers, featuring celebrity appearances, luxury accommodations, Michelin-starred dining, and cultural experiences.

Additionally, the bank co-produced an exclusive TV show, “Le Grand Tour de Taipei/Osaka,” with TVB, promoting an aspirational travel lifestyle aligned with the campaign’s message, “Travel to the Fullest. Live Life to the Fullest.”

In addition to the chartered flight campaign, the “Standard Chartered Anti-Fraud Campaign,” created in collaboration with dentsu Hong Kong and Secret Tour, also captured the judges’ attention for its strong focus on customer engagement and education. Launched between April and June 2024, the campaign addressed the growing concern over fraud cases, especially those targeting elderly citizens. Recognising that many seniors enjoy yum cha gatherings, the campaign transformed a traditional dim sum restaurant into an educational venue, offering uniquely themed dim sum dishes designed to raise fraud awareness.

To deepen its community outreach, Standard Chartered partnered with NGOs such as St. James’ Settlement and Po Leung Kuk, organizing educational activities for over 1,000 underserved seniors. The campaign also extended bank branch hours to Saturday afternoons, providing anti-fraud interactive experiences at community centres. Social media engagement was boosted by involving senior and financial celebrities to share bite-sized anti-fraud tips, while public awareness was expanded through TV commercials featuring celebrities Woo Fung and Kalok Chow, strategic digital billboard placements, and coverage on the TV programme 東張西望.

Behind every successful campaign lies expert storytelling, and dentsu Hong Kong proved instrumental in crafting these award-winning initiatives. In recognition, the agency clinched eight golds, seven silvers, and four bronzes, securing the title of Best of Show – Agency.

MARKETING-INTERACTIVE extends sincere thanks to the esteemed judging panel for their dedication in reviewing over 320 submissions and congratulates all the finalists for their outstanding achievements. This year’s awards continue to set a benchmark for excellence and innovation in loyalty and engagement marketing.

2025 Loyalty and Engagement Awards Hong Kong Winners – Full List

1. Best of Show – Brand:

   • Standard Chartered Bank (Hong Kong)

2. Best of Show – Agency:

   • dentsu Hong Kong

3. Best Eco-Loyalty Initiative:

   • MTR Corporation – “Live Fresh with Maritime Square”

   • CLP Power Hong Kong – “All For You. All In For Green” (Agency: Uth Creative Group)

   • Swire Properties – “White Christmas Street Fair 2024” (Agency: CIAO & CHEERS)

4. Best Short-Term Loyalty Initiative:

   • Shangri-La Group – “Tuesday’s Treasures” (Agencies: Air Concepts, Lenovo PCCW Solutions)

   • Standard Chartered Bank – “Chartered Flight Campaign” (Agency: dentsu Hong Kong)

   • American Express – “Platinum Legend. Confirmed” (Agencies: Ogilvy PR, Universal McCann)

5. Best AI-Powered Engagement Campaign:

   • Standard Chartered Bank – “In Times of Need Campaign” (Agencies: dentsu Hong Kong, Hungry Digital)

   • Standard Chartered Bank – “Credit Card Acquisition Campaign” (Agencies: dentsu, Teads)

   • Standard Chartered Bank – “Interest-ing Moments Digital Deposits Campaign” (Agencies: Hungry Digital, dentsu Hong Kong)

6. Best Engagement Campaign – Mass Audience:

   • Standard Chartered Bank – “Travel To The Fullest. Live Life To The Fullest.” (Agencies: Leo Burnett Hong Kong, dentsu Hong Kong)

   • Uni-China Group – “Hong Kong Market ‘Home Chef’ Chinese New Year Campaign” (Agencies: Hardchi Creative, The Bridge Agency)

   • Cathay Pacific Airways – “Cathay Members’ Choice Awards 2024” (Agencies: Cedar Hong Kong, Leo Burnett Hong Kong)

7. Best Engagement Campaign – Specific Audience:

   • PrimeCredit – “WeWa Plays Big: Lying Down Challenge” (Agency: Project Doloo)

   • Danone Nutricia – “Beyond Campaigns: the Loyalty Journey with AI and Human Touch” (Agency: PRIZM Group)

   • Standard Chartered Bank – “Travel To The Fullest. Live Life To The Fullest.” (Agencies: Leo Burnett Hong Kong, dentsu Hong Kong)

8. Best Loyalty Campaign – Launch/Rebranding:

   • MTR Corporation – “Journey Together” (Agencies: Mindshare, Uth Creative Group, The Bread Digital)

   • DFI Retail Group – “7-Eleven App Launch” (Agencies: PHD Hong Kong, HOWDY, Noah)

   • Sino Group – “S+ REWARDS 5th Anniversary Campaign”

9. Best Membership Programme:

   • Hysan Development – “Discover Upgraded Lee Gardens App” (Agency: Deloitte Digital)

   • Cathay – “Asia Miles 25th Anniversary – Unlocking Possibilities” (Agencies: Leo Burnett Hong Kong, Digitas Hong Kong)

   • Bupa (Asia) – “Together For Your Health – Blua Health AI-powered Loyalty Mobile App” (Agency: DigiSalad)

10. Best Partnership Loyalty Campaign:

    • Standard Chartered Bank – “Chartered Flight Campaign” (Agency: dentsu Hong Kong)

    • American Express – “Platinum Legend. Confirmed” (Agencies: Ogilvy PR, Universal McCann)

    • DFI Retail Group & FWD – “yuu Insure x FWD Launch” (Agencies: de goose, PHD Hong Kong)

11. Best Global Reach and Impact:

    • Swire Properties – “Swire Properties x LFC ‘Welcome to Anfield – The LFC Experience'”

    • Cathay Pacific Airways – “Cathay Members’ Choice Awards 2024” (Agencies: Cedar Hong Kong, Leo Burnett Hong Kong)

    • Shangri-La Group – “Shangri-La ‘Enchanted Wonders’ 2024 Campaign” (Agency: Ogilvy Hong Kong)

12. Best Loyalty Strategy – eCommerce:

    • Taobao – “MTR* advertising – Taobao Double 11 Shopping Festival” (Agency: MTR* advertising, JCDecaux Transport)

    • A.S. Watson Group – “Watsons All-in-One Care Companion on WhatsApp” (Agency: Omnichat)

    • Uni-China Group – “Hong Kong Market Eshop Launch with WhatsApp O+O Innovation” (Agency: Omnichat)

13. Best Loyalty Strategy – Finance & Insurance:

    • Bupa (Asia) – “Blua Health AI-powered Loyalty Mobile App” (Agency: DigiSalad)

    • Standard Chartered Bank – “Travel To The Fullest. Live Life To The Fullest.” (Agencies: Leo Burnett Hong Kong, dentsu Hong Kong)

    • CTF Life – “CTF Life CIRCLE” (Agency: Saatchi & Saatchi)

14. Best Loyalty Strategy – Food & Beverage:

    • Danone Nutricia – “Beyond Campaigns: the Loyalty Journey with AI and Human Touch” (Agency: PRIZM Group)

    • Mastercard Hong Kong – “A Mouthful of Loyalty”

    • Café de Coral – “Club 100 3.0 Upgraded – Joy Together!” (Agencies: Omakase Advertising, GBA, Deloitte Digital)

    • Uni-China Group – “Bao Dim Sin Seng 15th Anniversary Campaign” (Agencies: Hardchi Creative, The Bridge Agency)

15. Best Loyalty Strategy – Retail:

    • DFI Retail Group – “yuu Coalition” (Agency: PHD Hong Kong)

    • Cityplaza Hong Kong – “Cityplaza x Hot Toys ‘Star Wars: The Power of the Dark Side'” (Agency: DDPR)

    • Henderson Leasing Agency – “MCP x Teletubbies Christmas Snowy Adventure”

16. Best Loyalty Strategy – Travel & Hospitality:

    • Shangri-La Group – “Tuesday’s Treasures” (Agencies: Air Concepts, Lenovo PCCW Solutions)

    • Cathay – “Asia Miles 25th Anniversary – Unlocking possibilities” (Agencies: Leo Burnett Hong Kong, Digitas Hong Kong)

    • Studio City Hotels – “Studio City 2024 Halloween Campaign” (Agency: The Bread Digital)

17. Best Customer Acquisition Strategy:

    • AXA Hong Kong and Macau – “Leading in medical protection, your needs come first” (Agency: Wavemaker Hong Kong, So Don’t Bore)

    • Standard Chartered Bank – “Credit Card Acquisition Campaign” (Agencies: dentsu, Teads)

    • Bupa (Asia) – “Blua Health AI-powered Loyalty Mobile App” (Agency: DigiSalad)

18. Best Customer Engagement Strategy:

    • MTR Corporation – “Journey Together” (Agencies: Mindshare, Uth Creative Group, The Bread Digital)

    • Standard Chartered Bank – “Anti-Fraud Campaign” (Agencies: dentsu Hong Kong, Secret Tour)

    • DFI Retail Group – “7-Eleven App Launch” (Agencies: PHD Hong Kong, HOWDY, Noah)

19. Best Customer Experience Strategy:

    • MTR Corporation – “Journey Together” (Agencies: Mindshare, Uth Creative Group, The Bread Digital)

    • Standard Chartered Bank – “Chartered Flight Campaign” (Agency: dentsu Hong Kong)

20. Best Customer Relationship Management Strategy:

    • Shangri-La Group – “Shangri-La Circle’s Members Journey Strategy”

    • Standard Chartered Bank – “Chartered Flight Campaign” (Agency: dentsu Hong Kong)

    • Danone Nutricia – “Beyond Campaigns: the Loyalty Journey with AI and Human Touch” (Agency: PRIZM Group)

21. Best Customer Retention Strategy:

    • Danone Nutricia – “Beyond Campaigns: the Loyalty Journey with AI and Human Touch” (Agency: PRIZM Group)

    • Standard Chartered Bank – “Chartered Flight Campaign” (Agency: dentsu Hong Kong)

    • Namco Enterprises Asia – “Enjoy Playing 365 Days – Namco Bandai CRM Mobile App” (Agency: DigiSalad)

22. Best Mobile Marketing Strategy:

    • Standard Chartered Bank – “Interest-ing Moments Digital Deposits Campaign” (Agencies: Hungry Digital, dentsu Hong Kong)

    • AXA Hong Kong & Macau – “MBTI Travel Insurance Campaign” (Agencies: Wavemaker Hong Kong, SunfullShine)

    • Bupa (Asia) – “Blua Health AI-powered Loyalty Mobile App” (Agency: DigiSalad)

23. Best Omni-Channel Strategy:

    • Bank of China (Hong Kong) – “BOCHK – Connect Every Excitement” (Agencies: MTR* advertising, JCDecaux Transport, Think Inc.)

    • HSBC Mastercard – “HSBC X Meituan-Dianping GBA Program” (Agency: Mastercard)

    • Citibank (Hong Kong), Mastercard Asia/Pacific – “Citi Mastercard Card Usage Campaign” (Agency: Carat Media Services Hong Kong)

24. Best Personalisation Strategy:

    • Danone Nutricia – “Beyond Campaigns: the Loyalty Journey with AI and Human Touch” (Agency: PRIZM Group)

    • Standard Chartered Bank – “In Times of Need Campaign” (Agencies: dentsu Hong Kong, Hungry Digital)

    • HSBC Mastercard – “Personalised Card Linked Offers (PCLO)” (Agency: Mastercard)

25. Best Social Media Strategy:

    • PrimeCredit – “WeWa Plays Big: Lying Down Challenge” (Agency: Project Doloo)

    • AXA Hong Kong & Macau – “MBTI Travel Insurance Campaign” (Agencies: Wavemaker Hong Kong, SunfullShine)

    • Shangri-La Group – “Shangri-La x XiaoHongShu – My Family Adventure”

26. Best Use of Content Marketing:

    • MTR Corporation – “Journey Together” (Agencies: Mindshare, Uth Creative Group, The Bread Digital)

    • Shangri-La Group – “Shangri-La x XiaoHongShu – My Family Adventure”

    • Standard Chartered Bank – “Anti-Fraud Campaign” (Agencies: dentsu Hong Kong, Secret Tour)

27. Best Use of Corporate Social Responsibility:

    • Standard Chartered Bank – “Anti-Fraud Campaign” (Agencies: dentsu Hong Kong, Secret Tour)

    • Chinachem Group – “CCG Hearts Loyalty Programme”

    • Swire Properties – “White Christmas Street Fair 2024” (Agency: CIAO & CHEERS)

28. Best Use of Customer Insights/Data Analytics:

    • Cathay – “Asia Miles 25th Anniversary – Unlocking possibilities” (Agencies: Leo Burnett Hong Kong, Digitas Hong Kong)

    • Standard Chartered Bank – “Interest-ing Moments Digital Deposits Campaign” (Agencies: Hungry Digital, dentsu Hong Kong)

    • HSBC Mastercard – “Personalised Card Linked Offers (PCLO)” (Agency: Mastercard)

    • L’OREAL – “SkinCeuticals eShop performance synergy with ads & in-web push” (Agencies: Appier, OMG)

29. Best Use of Experiential Marketing:

    • Standard Chartered Bank – “Travel To The Fullest. Live Life To The Fullest.” (Agencies: Leo Burnett Hong Kong, dentsu Hong Kong)

    • PrimeCredit – “WeWa Plays Big: Lying Down Challenge” (Agency: Project Doloo)

    • Swire Properties – “Swire Properties x LFC ‘Welcome to Anfield – The LFC Experience'”

30. Best Use of Gamification:

    • PrimeCredit – “WeWa Plays Big: Lying Down Challenge” (Agency: Project Doloo)

    • Bank of China (Hong Kong) – “BOCHK – Connect Every Excitement” (Agencies: MTR* advertising, JCDecaux Transport, Think Inc.)

    • Bupa (Asia) – “Blua Health AI-powered Loyalty Mobile App” (Agency: DigiSalad)

    • The Hong Kong Jockey Club – “Sha Tin Racecourse Delights” (Agency: Vide Insight Asia)

31. Best Use of Influencers:

    • MTR Corporation – “Journey Together” (Agencies: Mindshare, Uth Creative Group, The Bread Digital)

    • Shangri-La Group – “Shangri-La x XiaoHongShu – My Family Adventure”

    • Cityplaza Hong Kong – “LIVE HAPPY BANK” (Agencies: Button Creations, Boxing Promotions)

32. Best Use of MarTech:

    • Standard Chartered Bank – “In Times of Need Campaign” (Agencies: dentsu Hong Kong, Hungry Digital)

    • A.S. Watson Group – “Watsons All-in-One Care Companion on WhatsApp” (Agency: Omnichat)

    • Danone Nutricia – “Beyond Campaigns: the Loyalty Journey with AI and Human Touch” (Agency: PRIZM Group)

33. Best Use of Rewards & Incentives:

    • Cathay – “Asia Miles 25th Anniversary – Unlocking possibilities” (Agencies: Leo Burnett Hong Kong, Digitas Hong Kong)

    • Namco Enterprises Asia – “Enjoy Playing 365 Days – Namco Bandai CRM Mobile App” (Agency: DigiSalad)

    • Sino Group – “S+ REWARDS 5th Anniversary Campaign”. 

Source: Interactive-marketing.com