Direct Response ; Ambient
Client Standard Chartered Bank
Brand Standard Chartered Bank
Entrant ibs
Brief Standard Chartered has been associated with the Mumbai Marathon, for the past 13 years. Despite being the title sponsor, Standard Chartered’s brand communication, ‘Here for Good’, was often overshadowed by the grandeur of the big race.The challenge was to reclaim our role in this partnership and speak to the audience in a way which was salient way beyond the marathon.
Cultural Context Mumbai boasts of one of Asia’s most sophisticated bus networks. However, owing to the expanse of the city, finding the right route, or the bus that commutes on that route, can get difficult even for the most ardent Mumbaikars. The local transport body is unlikely to implement GPS trackers or provide this information to them.
The Best Sign let users find their route or bus number in the language of their choice (English, Hindi or Marathi). With the Best Sign, commuters didn’t have to rely on others for help. This was especially helpful at times when there was nobody around the bus-stop to approach for help. Providing an estimated time of arrival further simplified lives.
Insight The first step that Standard Chartered took was for the commuters of Mumbai. We created the Best Sign, a connected digital signage that plotted the real-time position of local buses on the city’s map and displayed their estimated arrival times.