THE HONG KONG
STANDARD CHARTERED BANK
The marathon does not just belong to the runners. To encourage everyone in the community to take ownership of this exciting, world-class Marathon event, we created the platform “Everybody’s Marathon” (渣打馬拉松 人人都有份) to reflect that marathon running is not a solitary endeavor, runners rely heavily on family & friends to provide support and encouragement in preparation for and during the event.
Together with the new charity element incorporated, people could get involved also by donation…The Marathon really ‘belongs’ to everybody.
Communication strategy and positioning
Thematic print campaign