1. Priority
Banking
Launch
A Presentation by
Dentsu Alpha Limited
September 16, 2009
V2
Wednesday, May 30, 12

2. Agenda
Review of Brief
Objectives
Target Audience
Concept & Designs
Program
Cost Estimate
Wednesday, May 30, 12

3. Review of Brief
Objectives Target Audience Date
q Striking the Priority customers with the Date: 6 Oct 2009
Number of target guests: 300
features & benefits of Standard
Chartered Priority Banking service § Representatives of British Time: 6PM - 9PM
package tailored for Vietnam. embassy in Vietnam
Venue: Park Hyatt Saigon
§ Priority customers, who are high-
net-worth, biz owners, celebrities, Address: 2 Lam Son Square, District 1,
q Showcasing the PrB debit card which
wealthy HCMC
enables PrB customers an access to the
standard of world-class service, global § Representatives from tie-up
connectivity, well differentiated benefits merchant programs
and comprehensive relationship § Media representatives
q Giving thanks to merchants tied up in
the privilege campaign that offers
special promotions to Standard
Chartered Priority Banking customers.
q Expanding and spreading marketing
strategy throughout Vietnam and across
the world by strengthening the concept
“World-class service”.
Wednesday, May 30, 12

4. Over-all Design Theme
Tall Drapes/Curtains and Glittering Lights
Stylized curtains of gold and alabaster-like walls will be placed outside the foyer. Glittering
Lights that will replicate the beauty of evening sky will also adorn the whole setup.
Transforming Park
Hyatt to Kodak Theater
Giant
Park Hyatt Ballroom will be Standard
transformed into the towering
KODAK Theater where
Chartered
hundreds of high profile events 3D
are held every year.
Standard
From the moment, the guests Chartered Logo in
3D or Hologram
take steps inside the hotel, they as a show of
will immediately recognize Priority Essentials
global excellence
Standard Chartered’s trademark and prestige and
and benchmark of world-class to greet audience The whole foyer will be transformed into Oscar welcoming
standards and service, as they enter the walk. Alabaster pillars, dramatic lighting, cocktail tables,
exclusively to successful foyer. photowall, blue flowers and long RED Carpet (that
individuals who know life’s extends from the lobby to the foyer) will synergize the
elegant look and feel of the event/brand.
priorities.
Wednesday, May 30, 12

5. Ballroom
Pillars and Lighting Design
Tall Pillars with dramatic lighting (aka
David Tutera) will be surround the
entire seating area.
Standard Chartered Glorifiers
Rotating Standard Chartered Mobius
Logos will stand as glorifiers to be
placed in all corners of the ballroom.
Stage Design
Two (2) Standard Chartered 3D
Statue in left and right stage.
Two Projection in the middle
(movable).
Podium on the right stage (with
standard chartered insignia.
Wednesday, May 30, 12

6. In celebrating SUCCESS, FORTUNE & RESPECT, we aim to treat our
customers, partners, and potential advocates to a gathering of the
elite.
We aim to introduce and highlight Standard Chartered’s Priority
Banking by making the audience experience that they are STARS --
one with the line of prestigious few in the world.
In the event, we will pay tribute and we will all celebrate the good life
and everything that is important in...
One Toast to Priorities
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Wednesday, May 30, 12

7. Welcome Area
Symbolizing the smooth sound of
French way of living (plus everything
that is good in Life), guests will be
welcomed to the instrumental music
of Camille La Festin in Ratatouille.
Dreams are to lovers as wine is to friends
Carried through lifetimes, (and) spilled now and then
I am driven by hunger, so saddened to be
Thieving in darkness; I know you’re not pleased
But nothing worth eating is free
My hope is a banquet impatiently downed
Impossibly full, now I’ll probably drown
Many thieves’ lives are lonely with one mouth to feed
If giving means taking, I’ll never succeed
For nothing worth stealing is…
Free at last; won’t be undersold
Surviving isn’t living; won’t eat what I’m told
Let me free, I’ll astonish you; I’m planning to fly
I won’t let this party just pass me by
SCB Staff welcomes the guests as
The banquet is now underway, so…
they enter the event location. Bring out the bottles; a new tale has spun
In clearing this table, my new life’s begun
I am nervous, excited; (oh) just read the marquee!
A lifetime of hiding; I’m suddenly free!
My dinner is waiting for me
A lifetime of hiding; I’m suddenly free!
My dinner is waiting for me
Wednesday, May 30, 12

8. A Show of Global Reach
PGs dressed in
Carnival-like
National Costumes
will line up near the
entrance to welcome
and usher the VIPs
to the main foyer.
Wednesday, May 30, 12

9. Priority Banking Comforts Photo Wall
Guests will be ushered
through the RED
CARPET to the COUCH
Photowall Area.
For the photowall, an
elegant couch with a
clean designed
background of Standard
Chartered Trust Mark
(with glittering stars) will
symbolize the comforts
of being a Standard
Chartered Priority
Couch Photo Wall for
Banking Account holder. Guests
Standard Chartered
Corporate Slogan will be Trust Mark and Priority
added in the backdrop: Banking Logos will
Leading the Way in Asia, adorn the sea of Green
and Blue Background.
Africa and the Middle
East.
Paparazzis (3-5 photgraphers) will take pictures of the
guests in their star magazine pose.
The photographs will be shown during the dinner.
Wednesday, May 30, 12

10. What are your Priorities Exhibit?
After the photowall experience, the guests will be ushered to the main foyer where they can see exhibit of priority
banking banners and buzzwords. What are your PRIORITIES? The exhibit will show Standard Chartered pictures,
aiming to intrigue the guests with the big question --- What are your Priorities?
Treatment
To intrigue the guests and to send an aligned communication message, a flash production which can be
shown in plasma tvs will be produced. Alternate: Large format printout. Pictures of Big Ben, Africa Safari,
Singapore’s MerLion, Great Walls can be integrated.
Wednesday, May 30, 12

11. Program Proper
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Wednesday, May 30, 12

12. Opening Video
What are your
Priorities?
Standard Chartered Ushers and Women in Carnival-like
National Costumes will usher the guests to the ballroom.
Guests will be seated down accordingly.
When everybody is seated down, a carnival-like dance
number will open the show.
Modern Dance Medley from
Africa - Beyonce‘s Dejavu
Asia - Janet Jackson’s Runaway
Middle East - Michael Jackson - Black and White
Snippets form the music videos will be flashed.
Wednesday, May 30, 12

13. Welcome Notes and Priority Package
After the video,
Head of Consumer
Banking, Namita
Lal enters stage to
give a short
welcome remarks.
Namita Lal exits and Head of Priority Banking -
Marketing will enter and gives a presentation.
Presentation will be in flash presentation to
engage audience and show an up-to-date global
status.
Introduction of Priority Package:
PrB Service
PrB Benefits
Prb Solutions
International Banking Service
Wednesday, May 30, 12

14. Priority Banking Word Mark Launch
Music: Big Spender
Reference: http://www.youtube.com/watch?v=iG3VfKlfDEk
For the key moment,
A broadway style dance number will set the mood to
world-class service and the launch of Priority
Banking.
The showdown will be a mix of:
Broadway music
Fabulous movie dance steps
Standard Chartered Thrusts and Ideals
Introduction of benefits from partners
And unveiling of Priority Banking Card
(mock up)
Wednesday, May 30, 12

15. Priority Banking Word Mark Launch
1 2 3 4
Ballroom lights go dim. CHARGEN LED Project: Standard Dramatic follow-spot will focus on Flashes on screen of famous global
Chartered - Your right partner to a center... to reveal a woman dancing landmarks. Will end with Vietnam
better future. Landmarks.
5 6 7 8
One by One, female dancers go CHARGEN LED Project: Your Male dancers enter. Male Dancers
from audience area to onstage. right partner in achieving your dress like English butlers. Dance
Priorities. Standard Chartered routine centers on women being
Vietnam. served and pampered with SCB Classy Dance routine
Product. continues til climax.
Wednesday, May 30, 12

16. 9
12
11
10
Dancers gather stage center.
Ushers and Women in The Dance will culminate with
Carnival-Like National the entrance of Priority
Costume join the dancers Banking Card Mock-up -
onstage. which the dancers will carry in
the middle of the stage.
At the end of the song, lights
with Standard Chartered Trust
Marks and Priority Banking
Word Mark will be projected in
the audience and the stage
areas.
Reveal Giant mock-up Card
from ceiling stage as if it
came from the skies. The
Flash Pictures in LED of the various card will be placed in the
benefits of Priority Banking. center.
Wednesday, May 30, 12

17. Priority Card Champagne Cheers
Namita Lal enters and gives a brief message.
Standard Chartered’s VIPs and other distinguished guests will enter stage.
As they enter the stage, champagne will be distributed to the audience.
Namita Lal continues with her message
and segues to a toast.
Standard Chartered Logo will be flashed on screen.
Group photos to be taken onstage.
Wednesday, May 30, 12

18. Entertainment and Dinner
Future Agenda
announcement: Year-end
celebration with
(1) Work-life Balance talk
(2) Promotion campaign for
Half-way through the dinner, term deposits
SCB Representatives will go Announcement of Special (3) Success Story from PrB
around to distribute PrB Awards and Raffle customers
Customer Welcome Pack and - Best Evening Formal Attire
thank-you notes. Trip to Macau/France Closing Remarks
Entertainment and world-class
talents will grace the stage while
dinner buffet is opened.
Interview videos to be played as
Tuyet Loan
background.
Jazz singer
Phuong Vi singer
Arabeques
Samba dance
Wednesday, May 30, 12

19. Thank you.
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Wednesday, May 30, 12