Standard Chartered - Belt & Road Relay (Africa, 2019)
Sports Marketing
2024
Project Overview
The relay format symbolized connection, movement, and shared progress, aligning with the Belt & Road Initiative’s core message.
“A global vision brought to life through local execution.”
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.
Proposed Solutions
Execution
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
Strategic Insight
Large-scale internal campaigns succeed when they transform corporate messaging into participatory experiences, not just communication.
Results
“Complexity managed, consistency delivered.”
Goals
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
