CHAMPIONS OF COMMUNITY CAUSES

1. Film & Branded Content Kancils [1.11 Best film & branded content-led integrated campaign]

Links:

https://www.youtube.com/watch?v=Kmkm1OH01Ac, https://youtu.be/r15pC4oQWmE?si=bOj5Td46utPMKYYE, https://youtu.be/MMUlVbtkTfA?si=HD21w6ow3PpVj7QN

Product/Service:

RHB Bank

Client:

RHB Group

Brief:

After successfully weathering the p andemic, RHB looked forward to a period of renewed growth. However, the post pandemic era would bring with it a new challenge that carried far-reaching and long-term implications THE SENSITIVE SUBJECT OF SUSTAINABILITY FOR COMMUNITIES. Sensing an opportunity to lead the way in community development, RHB decided that it was time to show how serious it was in making sustainable progress happen for everyone. But this does not come without risk as after many years of successfully championing the progress of people, a sudden change in tune to chest thump its own achievements in sustainability could undo the previous brand building work on MAKING PROGRESS HAPPEN FOR EVERYONE. Our challenge was to engage and build brand rapport with audiences via the subjects of community development '“ whilst remaining believable! With heightened consumer sentiment on how brands have utilised sustainability in marketing sparking a massive cry against overpromisin

Solution:

Champions of Community Causes was built around the key festive occasions of Deepavali, Chinese New Year and Hari Raya as our insight (backed with years of extensive festive marketing experience) has shown that audience were more optimistic and receptive during these times, the perfect mindset for inspiring greater appreciation for RHB's sustainable progress initiatives. INSPIRING SUSTAINABLE PROGRESS FOR COMMUNITIES, ONE PURPOSEFUL STORY AT A TIME. Deepavali 2022: Hero Featuring Raveendran, a taxi driver who ferries pregnant women around town for free to emulate his hero, Tamil cinema hero Superstar Rajinikanth. CNY 2023: A Clean Start Featuring Lex Low, a hairstylist who dedicates his life to giving free haircuts to the homeless while imparting his hair dressing skills to the marginalised communities. Raya 2023: A Perfect Journey Featuring Ramli Aziz, a retired police officer who builds disabled-friendly tricycles using scrap items that are 100% recyclable. RHB'

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