RiskyorRezeki_AforementionbyFOREFRONT_CreativeEffectiveness
5. Design Kancils [5.13 Creative Effectiveness: Design]
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Links:
Product/Service:
Financial rRegulation
Client:
The Securities Commission Malaysia
Brief:
Faced with an increasing number of investment scam victims in Malaysia, the Securities Commission Malaysia (SC) sought a campaign to remedy the statistics. The agency was tasked to educate potential investors about best practices and potential pitfalls, while also elevating awareness of the SC's role as the authority on investments and regulator of Malaysia's capital market.
Solution:
The agency crafted the 'Risky or Rezeki?' campaign, using the power of a thoughtful pause to encourage smarter investment decisions. The campaign's approach was based on insights into those likely to fall victim to investment scams, determining that millennials and Gen Z investors were the target audience. Using a persona-based targeting strategy with a multi-platform narrative, the campaign brought useful, relatable, and accessible content to educate the audience on spotting scams, the SC's regulatory role, and understanding investing generally. Throughout the reporting period, the campaign achieved 8.6 million impressions, surpassing projections by over 100%, and increased engagement rate by 4.58%.
