Advertiser: HSBC Bank Malaysia Bhd Brand: HSBC Wealth Management Creative Agency: - Credits: Low Tzu Chuen (Executive, The Exchange), Cassy Liew (Executive, The Exchange), Yuanne Lau (Business Director)
HSBC Wealth Management needed to connect with their Chinese customers who were prudent with their money during the economic crises. The challenge is to inject optimism during this turbulent period to help them make informed decisions on investments.
HSBC required a platform that connects with Chinese of all generations with different risk appetites towards investment. By working with Sin Chew Daily, HSBC projected a positive outlook on building wealth in a series of optimistic editorial reviews. The content was crafted to trigger interest and inspire customers through various generational experiences to instill optimism.
The four part ‘Optimism’ series comprised of consumer perspectives from different backgrounds and scenarios covering personal investment, children’s education fund to retirement. Investment approach differs by generation – older generation are more conservative than the optimistic younger generation with higher risk appetite. HSBC expert provided financial advice based on individual life stages, needs and their investment appetite, and recommended products that matched their needs and lifestyle.
The campaign successfully increased business revenue for Investment by 31% and Insurance by 23%. Consumers were inspired and convinced into product consideration – an increase by 50% since the last quarter.
Advertiser: HSBC Bank Malaysia Bhd Brand: HSBC Commercial Banking Creative Agency: - Credits: Farah Fauzana (Senior Executive), Yuanne Lau (Business Director)
Advertiser: AirAsia Brand: AirAsia Creative Agency: - Credits: -
In a challenging year of financial uncertainty, Malaysians still desire vacation time with their family and friends. AirAsia was positioned strategically to make this happen, with its low fares and extensive local connectivity, aimed at promoting local destination holidays to the large Malay community.
It is known that the Malay community generally is larger in household size. Overseas vacation for them can be expensive. So, by promoting local destinations, and giving them deeper insights on those destinations would spur them to consider a local vacation as a true value viable opportunity. This was made possible with a singular media title collaboration (Harian Metro) that allowed nearly 30% reach of the Malay population, the highest reaching BM daily.
Together with the editorial team of Harian Metro, they provided an unbiased review of the various local destinations, and AirAsia provided all the travel details including price and flight information. Positioning this whole package in a single page on the weekly travel section “Santai” of Harian Metro, this provided the most appropriate platform to communicate the appropriate message, and give readers the complete picture of a possible travel destination for their local vacation.
An average increase of 17% load factor was achieved in flight bookings corresponding to the featured destination and travel periods. This proved to have the best value in terms of cost of entry and revenue growth. The overall ROI was also spectacular at 2.2.
Advertiser: Nestle Products Sdn Bhd Brand: NESCAFE Creative Agency: - Credits: Mindy Chai (Executive, The Exchange), Cindy Chia (Director, Client Leadership), Emily Chin (Senior Executive, The Exchange), Allison Chin (Director, The Exchange), Yoong Kah Lai (Senior Executive, The Exchange), Nestle Products Sdn Bhd