• Reportage

Source: Marketing Magazine

Over the past six months, Hakuhodo Malaysia, in collaboration with AmBank Group Malaysia, has successfully launched two impactful festive advertising campaigns: ‘Flawed Beauty, Flawless Prosperity’ for Chinese New Year and ‘Salam Lebaran Penuh Bermakna’ for Hari Raya Aidilfitri.

These activities not only celebrate the festivities, but they also accentuate AmBank’s support for social causes and the community in Malaysia.

A New Chapter in Festive Celebrations

Beyond traditional banking, AmBank, having over 40 years of profound history in Malaysia’s economic development, is now readdressing social issues with festive narratives.

According to Shazman Shahid, Head of Group Corporate Communications & Marketing at AmBank, “Leveraging on the festive seasons, we at AmBank Group are excited to bring more fresh and interesting contents, while continuing to build brand affinity and engagement with Malaysians at large through carefully curated festive short films which inspired us to tell stories that emotionally connect with our audience.

We weave in messages which emphasise the importance of being present for our family and friends. To this end, we hope to cultivate awareness and spread positive values in our society today and in the future. AmBank isn’t just a bank; we’re part of the community. This year, we target those who make our celebrations possible yet often remain unrecognised.”

Chinese New Year: Celebrating the Unsung with ‘Flawed Beauty, Flawless Prosperity’

In collaboration with The Lost Food Project, a creative campaign titled ‘Flawed Beauty, Flawless Prosperity’ that further celebrates the spirit of this festive season was proudly launched. The project comprised of distributing specially prepared Yee Sang using rescued food ingredients deemed imperfect to old folks’ homes, orphanages, and children’s homes throughout Klang Valley, turning what would have been food waste into a new emblem of prosperity.

The campaign started with the release of the ‘Flawed Beauty, Flawless Prosperity’ video on the 7th of February 2024, with the team then making visits to 10 old folks’ homes and orphanages on the 23rd and the 24th of February 2024, reaching a total of 295 individuals.

“This is the charm; the way the campaign is able to turn imperfections into blessings, echoing the genuineness of renewal during Chinese New Year,” said Ryusuke Oda, Managing Director of Hakuhodo Malaysia.

Hari Raya Aidilfitri: Strengthening Bonds with ‘Salam Lebaran Penuh Bermakna’

For the Hari Raya festivities, AmBank, in conjunction with the National Cancer Society Malaysia, focused on cancer survivors and their battles through the ‘Salam Lebaran Penuh Bermakna’ campaign. This also included an emotional video capturing the hope and strength of cancer fighters.

The campaign started with the release of the ‘Salam Lebaran Penuh Bermakna’ video on 5 April 2024, with the entire event accompanied by a free health screening that was held from 25 to 28 April 2024 at MYTOWN Shopping Centre. The health screening event provided nine types of screenings, including BMI measurements, blood pressure checks, and clinical breast examinations.

“Our campaign is a testament to the strength of those who fight cancer, giving them a voice for sharing their inspiring stories,” explained Leong Weng Kin, Chief Integration Officer at Hakuhodo Malaysia.

Remarkable Engagement and Outreach

The outcome of these campaigns has been overwhelmingly positive. For Chinese New Year, the campaign got over 2 million views across all platforms, with a total of 574,531 views on YouTube, 348,540 views on Facebook and 1.4 million views on TikTok.

The Hari Raya campaign achieved similar success, with 387,790 views on YouTube, 726,000 views on Facebook, 9,232 views on Instagram, and 1.5 million views on TikTok by 19 April 2024, surpassing the set KPIs and reflecting strong public resonance with the message of inclusivity and community support.

A Commitment to Change and Community Engagement

More than festive celebrations, these campaigns reflect a new direction in how AmBank Group Malaysia and Hakuhodo Malaysia are approaching public engagement and social responsibility. The feedback has been very positive, with millions of views in different digital platforms, indicating a strong public connection with the campaigns’ message of inclusivity and community support.

“We are more than a bank; we are a partner in the community’s wellbeing,” emphasized Chai Woon Ngeok, Head of Brand Management at AmBank. “These campaigns are just the beginning of our continued commitment to playing a pivotal role in societal welfare.”

Join Us in Making a Difference

To learn more about these initiatives and to join us in our journey of making a difference, please visit AmBank’s website at https://www.ambankgroup.com and follow our journey on social media. To view AmBank Group Malaysia’s 2024 Chinese New Year and Hari Raya Aidilfitri videos, please visit the links below.

AmBank Group Malaysia Chinese New Year 2024: Flawed Beauty, Flawless Prosperity

AmBank Group Malaysia Hari Raya Aidilfitri 2024: Salam Lebaran Penuh Bermakna

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