Standard Chartered Drives High-Intent Credit Card Traffic in Singapore with Ogury’s Persona Intelligence

Context

Standard Chartered operates a broad and established credit card portfolio in Singapore. However, in a crowded digital landscape, particularly during the mid-year retail season, credit card offers risk blending into the high volume of competing promotions. With awareness already strong, the challenge for the brand was to stand out and engage consumers actively reassessing their financial options.

Standard Chartered and its agency dentsu called on Ogury to deliver a campaign that moved beyond one-off transactions and strengthened customer relationships.

Campaign

The campaign set out to encourage everyday spend, re-engage dormant cardholders, and strengthen relationships across deposits, instalments, and new card sign-ups. It tapped into Ogury’s Persona Intelligence — targeting personas, not people — to accurately identify the interests and behavior of Standard Chartered’s key audiences and drive measurable brand outcomes.

To engage both bank switchers and credit card seekers, Ogury leveraged a persona at the intersection of these two high-value groups: Financially Active Achievers.

To effectively reach this persona across diverse sites and apps — not just banking contexts — Ogury qualified audiences by directly asking visitors a few questions, like:

• Are you happy with your current bank account provider? (Answer: No and looking to change)
• How do you manage your money? (Answer: I follow a budget but do not save money)
• Have you recently applied for a mortgage or spoken with a real estate agent? (Answer: Yes)

A bespoke, gamified pinball-style creative was developed exclusively for the campaign. By inviting users to actively apply for a credit card and win a trip to Paris, it turned interaction into a qualifier of intent, ensuring only genuinely engaged users progressed through to the official campaign site.

Results

The campaign delivered strong, measurable outcomes across participation, engagement, and business performance, exceeding expectations throughout this strategic retail period.

+23% Registration Growth
Registration volumes increased by 23% year-on-year, with repeat participation significantly outpacing one-off interactions, re-engaging dormant cardholders and driving qualified traffic to Standard Chartered’s credit card landing page.

+17% Increase in Credit Card Spend
Among registered participants, credit card spend increased by 17% compared to the pre-campaign period, demonstrating a clear link between sustained engagement and incremental spend.

Media performance reflected this depth of engagement, with a 4.8% engagement rate and a 4.1% CTR, well above standard benchmarks (3% and 0.5% respectively).

“Ogury’s Persona Intelligence has transformed how we understand and engage our audiences. By moving beyond broad targeting to insight-driven, behavior-led segmentation, we’re able to activate first-party data more effectively and deliver relevant, personalized experiences at scale.

In today’s landscape, persona intelligence is no longer a ‘nice to have’—it’s fundamental to marketing effectiveness, driving stronger engagement and measurable uplift in conversion across the customer journey”.

Timothy Chong
Head, Digital Growth, Media & Martech, Standard Chartered Singapore