背景与洞察渣打希望:通过一个项目,当消费者计划、建立、保护自己的财产时,首先想到渣打银行。调查显示消费者对所谓“财务计划”比较谨慎。他们感觉银行只是想试图卖给他们一些东西,仅仅是想做一笔快速的生意。“财富”这个词并不能和消费者之间产生良好的联系,因为他们没有将自己看作是“富有的”人。他们希望看到的是实际的例子,比如银行如何替他们计划、建立、保护他们的财产。 Background and Insight Standard Chartered hopes: Through a project, when consumers plan, establish and protect their own property, they first think of Standard Chartered Bank. The survey shows that consumers are more cautious about the so-called “financial plan.” They feel that banks just want to try to sell them something, just want to do a fast-moving business. The word “wealth” does not make a good connection with consumers because they do not see themselves as “rich” people. What they want to see is actual examples, such as how banks plan for them, build and protect their property.