Case Study

Built to optimize growth

Featured Image

CLIENT OBJECTIVE

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

CLIENT SOLUTION

Duit Raya was an important element for Hari Raya. Insight showed that Duit Raya was losing its meaning to cultivate mannerism & generosity. Children were demanding for more money & adults used it to show off their wealth. BSN launched #BSNKataYangPentingIkhlas (BSN says it’s important to be sincere), to remind all about the values of Duit Raya is measure with sincerity & ‘when one is sincere, unexpected reward 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 
     

BSN Kata...Yang Penting Ikhlas

Bank Simpanan Nasional