Standard Chartered - Belt & Road Relay (Africa, 2019)

Overview

A complex, multi-country relay activation executed seamlessly across Africa. As part of a global initiative, Connect Marketing led the execution of the Belt & Road Relay across multiple African markets. The campaign required synchronized activations across Nigeria, Kenya, Ghana, and Tanzania, each tailored to local contexts while maintaining a unified global narrative.

The relay format symbolized connection, movement, and shared progress, aligning with the Belt & Road Initiative’s core message.

Strategic Insight

Large-scale internal campaigns succeed when they transform corporate messaging into participatory experiences, not just communication.

What we executed;

Multi-country logistics and operations management

Localization of experiences across markets

Internal stakeholder engagement strategy

Brand consistency across all touchpoints

Real-time coordination across regions

Objectives

Engage employees across multiple regions

Simplify and communicate a complex global initiative

Reinforce Standard Chartered’s leadership position

Results

Successful execution across multiple African markets simultaneously

High levels of internal engagement and participation

Demonstrated operational excellence at continental scale