Standard Chartered aims to reshape the idea of ‘financial wellness’ through a full-funnel marketing campaign that highlights the bank’s mindful approach to well-being.
The three-part video series titled WellnessNOW introduces the idea that true wealth comes from the balance of personal well-being and financial wellness.
It aims to show that well-being extends beyond physical health or financial success, emphasising the intersection of intention and mindfulness.
As a result, the series explores themes such as breathwork, mindfulness, Ayurveda and detox. It presents them not as fleeting wellness trends, but as daily rituals that reflect how many people approach their lives, wealth and priorities today.
Haymans Fung, global head of marketing for wealth and retail banking at Standard Chartered, said: “Wellness is an investment that is essential to building resilience, sustaining performance, and safeguarding long-term prosperity. With WellnessNOW, we are showing that banks can move beyond transactional relationships to deliver deeper, more meaningful engagement that supports our clients’ holistic wellness and success.”
The campaign is designed to break from traditional banking marketing, with no deliberate call-to-action or product placements. Instead, it aims to reflect the evolving mindset of affluent consumers, who are increasingly valuing emotional, physical and mental clarity alongside financial growth.
It also reflects the bank’s evolving media strategy and infrastructure, using first-party data through Standard Chartered’s Customer Data Platform (CDP) and AI-driven content variations to deliver a full-funnel approach.
In collaboration with dentsu Singapore, the campaign tested AI tools that convert long-form video into multiple short-form versions tailored for different audience segments.
The campaign also employs a full-funnel strategy, showing how broad-reach content can drive deeper engagement and conversions. Shorter retargeting edits of the episodes are being used to re-engage viewers who drop off at various stages of the journey.
Rahul Thappa, managing director of media and CXM at dentsu Singapore, added: “WellnessNOW is more than a content series, it is a strategic shift towards values-led storytelling, powered by AI-driven personalisation and robust data infrastructure,
“By embedding market cultural nuances and customer insights into every stage of the journey, we have been able to deliver a full-funnel approach that drives relevance, resonance and long-term brand trust in a highly competitive financial landscape.”