2013 | Bronze | Best Use Of Sponsorship
Advertiser: Malayan Banking Berhad Brand: MAYBANK HIigh Net Worth Creative Agency: LiTV Credits: Jo Yau (Group Planning Director), Stacey Lee (Planning Director)
Affluent population stands at 1.7mil in Malaysia, and is projected to grow rapidly. Maybank recognized the value of this group as future High Net Worth (HNW) customers. –As a new segment entrant, (foreign banks targeted affluent customers 5 years ago), Maybank needed to break clutter and capture attention.
Riding on two insights a) Malaysians love food and b) K-Pop culture being huge amongst the Gen Y affluent segment, Maybank seized the opportunity to sponsor a TV program hosted by Korean Celebrity Chef Edward Kwon (“Edventures in Asia”, telecast on LiTV). –Maybank created an experiential campaign using TV to drive acquisition and usage. Maybank’s customers stood to win an exclusive dining experience personally delivered by Edward Kwon.
First-ever partnership:Maybank, Star Group and LiTV. –Appetiser: Press conference – Chef Edward prepared an “EdVentures in Asia” 5-course meal for Maybankers, journalists. –Main course: 360 Mass media approach: Star (print, online), RFM Radio, Flavours Magazine, LiTV. –Meaty flavours: Print articles, ads, radio interviews & spots, TV promo, TVCs, online banners: promoted Maybank’s benefits. –Tableware Exclusive: Kwon’s signature kitchenware Trudy series, discounted for Maybankard holders –Dessert: 75 people won a “private dinner hosted by Edward”.
With an investment of RM 1 million, the campaign delivered RM 758 million sales turnover, exceeding sales target by 133%. –Media ROI of 7.64x, captured more than RM 3 mil in earned media value. Edward Kwon and Maybank cooked up a delicious media meal, making business sense!