Malaysian Media Awards Winners Showcase

2013 | |

MAYBANK – Home Loan Goes ‘Home’

Advertiser: Malayan Maybank Berhad
Brand: Maybank Mortgage
Creative Agency: L33 Capital Sdn Bhd
Credits: Marcus SK (Manager), Jo Yau (Group Planning Director), Juliana Chua (General Manager, Activation)

With tighter loan guidelines and painful approval process, Maybank needed to increased sign ups for its home loans products. What’s more most property developers already had existing relationships with partner banks, hence Maybank had decided to focus on the refinance market. How could Maybank gain market share? 

Research showed consumers might adopt refinance if it was offered to them, but won’t seek it aggressively themselves. We decided to target residential areas where property had matured over 5 years. Rather than having customers seek out the bank, we decided to take Maybank to their homes. – Hence we devised the Maybank mobile home loan cum product service counter, a vehicle like a home caravan that infiltrated mature residential developments during weekends. 

We created a Maybank counter within a truck, in a comfy living room – Served as “mobile customer service centre”, allowing public to make enquiries – Infiltrated pre-determined areas where competitor banks had a stronghold – Touch points : Commercial /residential area – When : Hitting weekends to capture time with decision makers present – Frequency : 24 weekends x 2 days = 48 activation days at 24 locations (May to November 2012).

Record revenue RM 120.5 million sales. – With specific targeting, approval rates were also at a record high of 65% – Over 4000 leads obtained. – Maybank saw its highest ever ROI of 376 When consumers didn’t come to the bank, we took the home loan to the homes!