Malaysian Media Awards Winners Showcase

The Challenge
Several studies show that the public at large see banks as impersonal entities. On the other hand, Maybank’s core philosophy revolves around humanising financial services. The challenge was to demonstrate that Maybank “walks the talk”, and honours real human values such as compassion.

Insight, Strategy and the Idea
In order to promote the human side of Maybank, real human interactions were needed. Engagement was the key: something that traditional mediums such as TV & print lacked. We gathered that Malaysians irrespective of race and culture – love gifts and find it the best form of showing compassion. Moreover, giving gifts is attributed only with close kin and friends – in other words those who feel for you. What would be a better day than Maybank’s 54th birthday to activate it?

Media Execution
Maybank’s own birthday was converted into a nationwide activation to show compassion with its customers and live up to its brand mission. Our activation had two main activities:

1. Branch managers shared personal stories of long serving Maybank customers who were striving hard to support their families. For e.g. Grandmother of 7 orphans who was supported the family by driving a bus. We surprised them (with the help of their neighbours) a trip to LEGOLAND so they can be kids once and have a taste of carefree joy.
2. Branch Surprise: All customers who were at the branches on the birthday got a surprise gift. As this was all being captured through hidden camera, on the day of the actual birthday we shared this video which became a huge viral.

Results and Effectiveness

• 5MN+ interactions, 1.5MN+ views of the video
• Brand value went up by 10% steady increase
• Brand strength grew by 35%
• Maybank won five awards from different sources.
• Thousands of Maybank customers were given the birthday surprise demonstrating Humanising Financial Services tagline.