Advertiser: MALAYAN BANKING BERHAD Brand: MAYBANK Creative Agency: - Credits: -
Maybank became the first bank in Malaysia to venture into Fintech with “MaybankPay” Mobile Wallet for Android users. An opportunity for us to lure the young blood who looked at it as an Uncle brand.
Insight, Strategy and the Idea
An average human’s attention span is 8 sec perhaps an overestimate for a millennial who constantly switch from one thing to another. But they want easy way outs and doing something later, was the same as doing something better to them. They were using e-services like TouchnGo, Uber but less for dining out/coffees. This is an opportunity we should leverage on. So we engulfed them with spells that they could not skip and toyed with the Android owning Millennials through their Digital journey. We compelled the Millennials download & use the MaybankPay app by making “MaybankPay” synonyms to their favorite pass time “Makan-lah”.
We partnered with Google, Facebook with interest and geo-location targeting to catch their attention at moment of truth “While they were at the restaurants and the awkward moment of who has the most cash, occurred”. Our tactics included: 1. Google: We optimized innovative banners through multiple platform: YouTube (Food & lifestyle) & Masthead, GDN (Geo-targeted near famous food and entertainment spots) and Search (emphasis on Makan related keywords) 2. Facebook: Carousel ads explaining the perks from using MaybankPay, we targeted Android users with specific interest in the food and were located at the popular food spots such as OneUtama. 3. Celebrities: Steve and Shaz from LiteFM who made a social video & endorsed convenience through MaybankPay to the millennials. All our activities directed mobile users straight to play-store where they could make an instant download.
Results and Effectiveness
• 13 mil impressions reached • 63,105 app downloads against the target of 20,000 • CPI as low as RM3.00 • RM700,000+ worth of transactions performed • Transformed Maybank from Uncle to hip brand.