GXBank: One Underdog vs The Giants of Traditional Banking
1. Film & Branded Content Kancils [1.13 Innovation in Film & Branded Content]
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Links:
Product/Service:
GX FlexiCredit, GX Biz FlexiLoan, GX Biz Account and Bonus Pocket
Client:
GXBank (MyTeksi Sdn Bhd Malaysia)
Brief:
The banking system was over a century old. And it was showing its age.
Outdated requirements. Endless paperwork. Slow credit approvals.
For microbusinesses trying to grow and Malaysians facing urgent expenses, waiting days or weeks for financing meant opportunities lost and problems left unsolved.
GXBank changed that. By using live data to assess creditworthiness, what once took days could now take minutes.
But as the novelty of being Malaysia's first digital bank faded, we needed to stand out from other banks, turn one million customers into one million fans and reach new audiences.
And in a category crowded with sentimental, aspirational banking ads, standing out meant doing something BIG.
We needed a larger-than-life campaign that could make our bold challenger bank impossible to ignore.
The catch? A blockbuster-sized ambition, but only a fraction of the usual production time.
Solution:
GEGAR SISTEM. Kalau tak suka, ubah je!
With AI-assisted production, live-action filmmaking and visual effects, we challenged production limitations to create our larger-than-life Tokusatsu world in one-third of the conventional production time.
Inspired by the Tokusatsu shows Malaysians grew up watching, we turned banking frustrations into three giant Kaiju: Dinobank, Sluggon and Freeezilla.
In a classic battle of good versus evil, GXBank empowered everyday Malaysians to become superheroes and fight back against the banking giants.
By combining emerging technology with traditional filmmaking craft, we gave an ambitious challenger bank the larger-than-life spectacle it needed to stand out.
