Malaysian Media Awards Winners Showcase





2012 | |

OSK Investment Challenge- Using Social Media To Conquer The Fear Of Investment

Advertiser: OSK Investment Bank Bhd
Brand: OSK
Creative Agency: -
Credits: -

Challenge
Investment banks need to broaden their investor base. OSK decided to catch them young and target students to build awareness for their online investment products. The challenge was to grab student’s attention away from their other interests and get them engaged in investing.

Solution
Students below 30 years form the largest population for future investors. They spend 22.3 hours/week on social sites and playing games, so we made them do just that-PLAY! We created the first ever simulated online stock-trading game “OSK-Investment-Challenge (OSKIC)”. Students received a game wallet of RM100,000 virtual currency to trade against KLSE activity and the highest return-on-investment gained wins the game. The game challenged students to try investment in an easy and fun way.

Execution
Popular online hangouts such as Facebook, YouTube, blogs, and Twitter featured content highlighting the ease of play and directions to the OSKIC game-site. OSK Facebook page provided 24/7 support with tips, research, white paper and ‘meet the expert’ sessions, to help students master the art of buying and selling stocks. A weekly YouTube program reported the weekly top performers and provided trading tips to players.

Results
29,000 students who never thought about investing were hooked to OSKIC for 8-weeks! OSK’s Facebook grew by 26,000 fans!-An extraordinary number for any investment bank. With 5.8million page views, Bursa Malaysia applauded OSKIC for narrowing the gap between youths and investment. User-generated-content continued the online conversation for next year!