Malaysian Media Awards Winners Showcase





2012 | |

Time For Your Loved Ones

Advertiser: CIMB Group
Brand: CIMB Bank Remittance
Creative Agency: -
Credits: -

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Challenge
The overall industry for Remittance is very competitive. Instead of remitting money home via banks, most foreign workers prefer informal remittance agents which offered lower fee charges. But with 936,000 Indonesian workers in Malaysia, it is a huge market not to be missed by CIMB Bank.

Solution
936k Indonesians are home sick every night. Most of them are here to find a better living for their family. We know they strive to save every sen in order to send as much money home. To drive the message that CIMB Bank is a trusted partner for their money matters, we needed to build an emotional connection between the Bank and customer. Radio was chosen as one of the platforms to reach this market.

Execution
We partnered with SuriaFM, a leading Malay station. A customised segment, “Masa untuk mengingati yang tersayang bersama CIMB Bank” was created to play Indonesian songs which was followed by CIMB Bank’s message in Bahasa Indonesia. This reminded them of their sacrifice and loved ones. The segment was strategically placed in the late evening when most foreign workers have time to tune in and rest.