Advertiser: OSK Investment Bank Berhad Brand: OSK Creative Agency: - Credits: -
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To broaden OSK’s investor base, we created the first-ever simulated online stock-trading- game(OSKIC) targeting students. With RM100,000 virtual cash, real-time sync to KLSE, the dull, dry world of investment got made-over! In the short period of 6 weeks, we had to create awareness and engage students to play the game!
Being spoilt for choice, investing is the last thing on student’s minds. We grabbed their attention by bringing OSKIC to campuses. With Bursa Malaysia’s endorsement, 30 public and private colleges/universities welcomed OSKIC to engage and educate student communities. Research shows that students stick to “group norms” in uncertainties and are comfortable participating in teams. The on-ground game trials aimed to change the skeptical perception of students and prove that investing is fun, easy and risk-free.
We created pre-awareness by plastering colleges/university grounds with posters and banners. For 6 weeks we toured colleges/universities getting students to try the game. During the roadshow, we had industry experts giving students tips on trading stocks and mastering the game. Students flocked the game microsite to register and compete individually and in teams. The competition also sparked inter- college/universities fighting spirit, all vying for a share of RM200,000 prize money.
Grassroots engagement pulled in total visitor traffic to 5.8million page views- an unheard of number for an investment bank! With 29,000 students competing individually and 500 teams (240,000 people), Bursa Malaysia endorsed and acknowledged our success in narrowing the gap between youths and investment.