Advertiser: MALAYAN BANKING BERHAD Brand: MAYBANK Creative Agency: - Credits: -
Most brands had a TVC for Raya and others would send a congratulatory press ad.If Maybank did that their perception of old, and clichéd would only strengthen.
Insight, Strategy and the Idea
Malaysians Love Music & Raya celebrations are not complete without music. Furthermore, Malaysians absolutely love Karaoke and it is considered to be the best form of celebrations. On the other hand,Malaysians had been simulated by technology “Gadgets and Mobile phones”. The agency suggested to give a brand new Raya anthem and make it part of the pop culture by fusing Raya music with tech. The biggest breakthrough came when we discovered that 2.5 million Malaysians were using SMULE – a karaoke Mobile app but no Malaysian brand had used this technology. We negotiated the first ever Smule collaboration by a Malaysian brand and centered our campaign on this revolutionary app. Instead of Malaysians going to Karaoke, we brought Karaoke to their pockets.
First step was to create a music video (Smule style) followed by encouraging people to make their renditions by uploading-1 version and the lyrics on the SMULE app. We used Maybank’s entire management to make their own versions and populated the song across Social media (YouTube, Facebook, and Instagram). To excite the Malay-nialspopular KOLs Hafiz Hammiudin ,Tasha Manshahar, and Aisyaah Aziz submitted their Smulerenditions. In no time entire Malaysia (not just Malays) was singing to #MaybankJomRayaon real time basis, using Smule. Since Raya is about sharing happiness we incentivised those who submitted their smule videos.
Results and Effectiveness
• 2443 Malaysians sang along to #MaybankJomRaya • 1,525,859 engagements • 2.5 Million views ,completion rate 37.94% • Engagement rate of 7.28% • Celebrity renditions views 600,000+. • Free PR worth more than RM 3MN, the campaign was covered by all key portals including Fuyooh, Oh Media, etc. • Maybank’s association as a Digital Bank of choice +32%