2013 | Finalist | Best Use of Integrated Media Campaign
Advertiser: Malayan Maybank Berhad Brand: MAYBANK High Net Worth Creative Agency: LiTV Credits: Zenith Malaysia — 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 were targeting 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.
A true partnership between Maybank, Star and LiTV. Each media ingredient delivered specific roles: –Spicy articles profiled Edward. –Sweet interviews on RedFM, CapitalFM lured the listeners to participate in the contest. –Meaty print editorial and ads communicated Maybank products, drove action –Peppery TV vignettes promoted contest –Fragrant TV promos boosted Maybank’s image –Tangy radio ads & online banners grew reach –75 winners won delicious private dinner courtesy Edward.
With an investment of RM 1 million, the sponsorship delivered return on sales by 758 times. –Delivered RM 758 million in sales, exceeding target by 133%. –Media ROI 7.64x, capturing RM 3 mil in earned media value. Maybank and Kwon had served up a delicious media meal!