EPF (KWSP): Simpan Baik-Baik
1. Film & Branded Content Kancils [1.11 Best film & branded content-led integrated campaign]

Links:
https://www.youtube.com/watch?v=PnTxK1titzw&t=2s
Product/Service:
Financial Services
Client:
EPF (KWSP)
Brief:
In 2021, the Malaysian government allowed early EPF withdrawals and lower contributions to ease personal financial status for many Malaysians who were impacted by the pandemic. As a result, the collective funds plummeted and what's even more concerning; only about 3% of Malaysians can afford to retire according to EPF (KWSP). With the distressing inflation and an unstable government that's always met with cynicism and challenges, how does EPF (KWSP) a GLC (government-related corporation), get Malaysians to save, rebuild, and rethink the importance of savings?
Solution:
For Simpan Baik-Baik, we've crafted a film and content-driven campaign that transcends discussions beyond monetary values and numbers, delving into the essence of life by demonstrating to Malaysians that Simpan Baik-Baik can be about Matlamat (achieving goals), Memori (creating memories), Potensi (realizing potential), dan Kesihatan (sustaining health). All our communications are anchored to these four content pillars, fostering deep and relatable conversations across our varied audience segments (ranging from B40 to T20) through multiple touchpoints. The campaign has yielded encouraging results, amassing over 178 million media impressions and 181 million views across all social media channels. What's more, the brand has witnessed a remarkable 56% increase in EPF deposits during the campaign period. EPF believes this indicates that Malaysians are gradually but surely getting back on track financially.


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Reason
Email
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