Malaysian Media Awards Winners Showcase

Challenge
HSBC’s premier image has led many to perceive it as an unapproachable international bank exclusively for rich Chinese. HSBC’s new entity, HSBC Amanah, needed to reach young affluent Malays in the competitive Islamic Financing category, and improve brand imagery as the bank that empowers customers to uncompromisingly achieve ambitious dreams.

Solution
Financial topics aren’t popular amongst our young target audience, but talkshows resonate well with them. So we customized the first LIVE talkshow on TV3, “Ally”, hosted by Ally Iskandar. Ally himself personifies empowerment with this breakthrough opportunity to host a self-named LIVE talkshow. “Ally” engaged with potential customers on-air and online, bridging brand to consumer through this 13-episode platform for the public to discuss lifestyle, cultural and financial trends.

Execution
“Ally” encouraged our young, affluent audience to voice out opinions on ongoing hot topics. Our 3-minute branded segments weaved in HSBC Amanah’s financial tools and benefits, where Ally educated friends and fans weekly. Ally also endorsed products and services through TV branded capsules, reinforcing affinity with an empowering persona. Online social media connected audiences with the brand through Ally’s blog, station’s “Catch-Up TV” and an online poll on personal financing habits.

Results
“Ally’s” rating peaked at 12TVR. “Catch-Up TV” attracted 645,281 viewers, CTR to HSBC’s website more than doubled industry standard. Brand Health Index improved by 6%, product sign-ups surpassed target by 77%. The campaign won global HSBC’s “Marketing Campaign of The Year 2009”.