Case Study

Built to optimize growth

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CLIENT OBJECTIVE

The campaign was created to foster strong engagement with the public following BSN’s rebranding, and to promote saving habits among children. The idea was to stay ahead of the game by cutting through the Ramadan-Raya clutter and win the hearts of Malays which form 70% of BSN’s customer base.

 

CLIENT SOLUTION

Instead of another feel-good ad, Astro decided that it was timely and relevant to link the campaign back to BSN’s core business and talk about money management which managed to break through the clutter of festive ads while building BSN’s affinity. #BSNKataYangPentingIkhlas was launched to remind the public about the values of duit raya - which is a measure with sincerity and that “when one is sincere, unexpected rewards may come your way”.

 

WHAT DID WE ACHIEVE?

  • TV: Watched by 2.9 million Malay viewers
  • Radio: 1.4 million listeners
  • MELETOP video posts garnered 55, 298 views
  • #BSNYangPentingIkhlas: 18,464 engagements 

 

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BSN Kata...Yang Penting Ikhlas

Bank Simpanan Nasional