Cabaran Hidangan RHB MySiswa

1. Film & Branded Content Kancils [1.4 Best use of user-generated film content]

Links:

Product/Service:

RHB MySiswa Debit Card

Client:

RHB Bank Berhad

Brief:

RHB's MySiswa card was the 'œfree gift' no one cared about. Every public uni student had it none of them used it. So, how do you turn a wallet filler into something Gen Z actually wants to swipe? Spoiler Alert: You take the fight to TikTok, the land where Gen Z consumes more content than instant noodles, and you aim for these goals: 1) Make the MySiswa card as well-known as a campus meme. 2) Get students to actually use the card and double transactions.

Solution:

What do Malaysian Gen Zs love? Money-saving hacks and social clout. Insight Alert: Did you know the 21-25 crowd rules food content on TikTok? Why? Turns out, they're recreating TikTok's most viral food hacks right in their homes, saving cash along the way. And that's where we jumped in. We launched the 'Cabaran Hidangan RHB MySiswa' TikTok challenge, showing off how the MySiswa card could level up student life, from discount meals to instant social credit. The result? 106 user-genertated videos, a whopping 3.5 million FREE TikTok views, and a 219% jump in card transactions. We turned uni kids into 'finfluencers,' with card usage skyrocketing from 28% to 88% of users. Moral of the story? Give Gen Z a reason to flex, and they'll swipe right on their Mysiswa card.

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