7. Direct Kancils [7.3 Best use of direct & promo (digital-led)]
Standard Chartered Malaysia
In 2018, DuitNow was introduced and Bank Negara tasked every bank in Malaysia to encourage its usage. Consumers could only register one bank to conduct their transactions and as a foreign bank, Standard Chartered was often the alternative choice, even for their own clients. Plus, Malaysians were hesitant with the unfamiliar concept of DuitNow as a service. With these in mind, we needed to drive sign-ups and transfers, all within a limited budget.
We spotted an opportunity in the Lunar New Year; DuitNow made the gifting of digital angpaos easier. So, we created Huat 2.0, an eye-catching promo that celebrates the traditional spirit of sharing, with a digital convenience.
We modernized various Chinese cultural characters to demonstrate the promo's daily, weekly and monthly gifting benefits. These GIF characters targeted our audience through Facebook Link Ads and e-direct mailers for a month, based on two phases:
1. Prospecting behaviour: clients who prefer mid and high value goods
2. Prospecting interest: clients who were interested in banking and technology.
Every click directed to SC Mobile, the bank's online banking site. After login, the client could signup online and immediately use DuitNow via the site or the app.