Standard Chartered Bank’s 360 degree advertising campaign for ‘Manhattan Card’

Details

Case Code : CLMC-041
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

McKinsey, StanChart, Citibank, ICICI, National Council of Applied Economic Research (NCAER), Visa International, ‘Manhattan’, 360 Degree Ad Campaign, Below-the-Line (BTL) promotional activities, Thomson Connect., On-ground promotions, Orchard advertising and Tagline.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

The caselet provides an overview of credit card industry in India. The caselet focuses on the 360 degree ad campaign launched by the Standard Chartered Bank (StanChart) for its new credit card ‘Manhattan’. The caselet then elaborates on the design and development of the marketing communications campaign for the ‘Manhattan card’.

Issues:   » Credit card Industry in India   » Teaser ad campaigns and its significance in marketing communications   » Marketing communications planning process for new products   » Understanding purchase behavior   » Credit card positioning Introduction The payment card (credit and debit card) industry has witnessed a significant growth rate for the past few years. According to a study commissioned by Visa International and conducted by the National Council of Applied Economic Research (NCAER), payment cards have grown from 3 million cards in 1998 to 44 million in 2004.

The credit card segment has increased from six million in 2002 to 10 million in 2004. McKinsey has estimated that the number of credit card users in India may touch 35 million by 2010. Speaking about the reasons for such growth rates, Santanu Mukherjee, Country Manager (South Asia), Visa International, said, “The Indian payment card market is displaying tremendous potential both in terms of issue and usage of cards.

Questions for Discussion:

1. To break away from the ‘One size fits all’ concept and differentiate itself from other credit cards, StanChart developed a creative strategy that emphasized the subject of empowerment of the user. What was the rationale for the bank making use of the humor appeal in its television ad campaign to highlight this aspect and promote the Manhattan Card? What are the disadvantages of using humor appeal in promoting high involvement products like credit cards?

2. StanChart used different appeals for the television ad campaign and the print ad campaign to promote the ‘Manhattan Card’. Evaluate the reasons behind this difference in creative objective while developing the advertisements.