Advertiser: HSBC Bank Malaysia Bhd Brand: HSBC Premier Creative Agency: - Credits: Low Tzu Chuen (Executive), Cassy Liew (Executive), Yuanne Lau (Business Director)
Caught in an economic downturn, HSBC needed to increase sign ups for Wealth Management services, but the global crisis dampened investors’ confidence. HSBC must position itself as “the trusted partner” for prospective investment needs during these turbulent times.
With an economic storm in the air, potential HSBC customers kept a close eye on development of current issues by staying connected to business content and news. HSBC leveraged on 2 top English news programs – TV3 Nightline and NTV7 Edition – to be our credible partners. The established newscaster acted as the lead spokesperson personifying HSBC’s expertise, credibility and stability to earn confidence from investors.
During TV3 Nightline and NTV7 Edition, a one minute branded segment was crafted into the news section. The newscaster was the central force in bringing to life the topics of wealth management and smart investment in a credible manner to gain investors’ trust to invest and tap into great opportunities with HSBC. This was delivered in 8 different segments across 4 weeks.
The campaign successfully uplifted investors’ optimism. Total investment sales and new investors in March 2009 increased by 50% and 33% respectively compared to last quarter average. Brand consideration amongst potential customers increased by 4% in Q109 despite the sharp decline in consumer and business sentiment.
Advertiser: Celcom Mobile Sdn Bhd Brand: Celcom Blue Creative Agency: - Credits: Liew Soon Ken (Senior Planning Director), Amiey Said (Media Group Head)
Around 90% of the Celcom Blue subscriber base is Malays whose mobile usage drops during Ramadan. Celcom needed an innovative, yet relevant, approach to increase usage during this festive period and strengthen bonds before the end of the year.
The Malay community is house proud, especially during the Hari Raya period so the solution was simple and obvious: give them a free home makeover for Hari Raya. A contest was launched to bond with current and potential subscribers and the prize was a free home makeover, which was awarded on a weekly basis. The contest was called Kejutan Deko Deko Deko Celcom Blue.
What made this contest different is the clever use of TV. Malays spend a lot of time watching TV and with TV3’s high affinity to them, it was the most effective and efficient medium. In a unique collaboration with TV3, contest mechanics required instant engagement with viewers as they had to SMS when they spot ‘brand bugs’ within programmes. To further entice viewers, renowned interior and fashion designer, Ridzalman, would personally redecorate winners’ homes.
The contest gained tremendous mileage during the Raya season with those two months recording the highest ARPU of 2009. Usage increased by 200% and acquisition by 10%. Celcom Blue was now in the homes, hearts and minds of Malays and Ridzalman’s presence gave the brand image a much-needed boost.