Malaysian Media Awards Winners Showcase





2016 | |

We lost the dowry, but found a new market

Advertiser: Hong Leong Islamic Bank
Brand: Hong Leong Islamic Bank
Creative Agency: -
Credits: -

The Challenge
The kampong is the centre of Malay life. Marriage and raising a family are the two most important aspects. Our story must necessarily revolve around this area. As well, we knew we needed to demonstrate an understanding of Malay values and traditions, along with its many quirks and idiosyncrasies.

Insight, Strategy and the Idea
The kampong is the centre of Malay life. Marriage and raising a family are the two most important aspects. Our story must necessarily revolve around this area. As well, we knew we needed to demonstrate an understanding of Malay values and traditions, along with its many quirks and idiosyncrasies.

Media Execution
In a traditional kampong house, we see a groom, Amin about to be married. Just before he performs the vows, the imam asks for the dowry. It isn’t there, and we later find out that the family member in-charge has lost track of time. Thanks to HongLeong’s cashless money transfer service money transfer service however, the day is saved. On the surface, it’s about convenience. On a deeper level, audiences saw themselves, family and friends in the film. They could associate with the situation, they recognized the various characters, and they identified with the conversations. It was a heart-warming moment from the least expected brand. The 6-min long film ran on Youtube (2 million monthly UVs amongst Malay 18 – 24 year olds). We also added subtitles to make it watchable on smartphones.

Results and Effectiveness
Malay audiences were glued in to the drama unfold and HLIB reaped the benefit- brand awareness grew by 2.3% and 63.4% in ad recall. Brand awareness amongst young Malays (18-24 yrs) showed an 18.3% increase while ad recall got an astounding 190.3%. The 6 mininute video generated 838,120 views on Youtube, with a view rate of 33.07%. Far exceeding the financial category benchmark (19-24%) with an additional 1.7 million non-paid impressions.