With the Middle East in an economic boom, specifically the UAE, the marketing concept depicts the growth of SMEs and the support they require through the illustration of two real-life size construction workers supporting a wall, with the slogan 'You want to help your business grow, we'll give you the right support'. The 3D format used to develop the concept was very effective in attracting customers' attention.
The mock-up version of the advertisement was designed by TBWA, Standard Chartered's global advertising agency. The construction workers, dressed in construction apparel are fully kitted out with real tools including hammers, measuring tapes, and safety hats.
'The SME sector is growing at an incredible pace and is currently at a record high, accountable for a good share of businesses in the UAE,' said Sandeep Bose, Regional Head of SME Banking, Middle East & South Asia, Standard Chartered Bank. 'The visual selected communicates the support and backing that Standard Chartered, through its comprehensive suite of products and services, provides to SMEs in this region.'
The Bank is currently working on a strategic plan of where to place the full scale models to ensure its message reaches the right people. 'Eye-catching and innovative - the 3D visual is intended to drive brand traits and emphasise our position as the right partner to SMEs in the region. This campaign goes to show that Standard Chartered believes in innovation at all levels,' added Patricia Bentham, Head of Corporate Affairs, Standard Chartered, UAE.
