Challenge
BSN wanted to cut through the clutter of Ramadan-Raya and win the hearts of Malays which form 70% of BSN’s customer base.
Solution
Duit Raya was an important element for Hari Raya. Insight showed that Duit Raya was losing its meaning to cultivate mannerism & generosity. Children were demanding for more money & adults used it to show off their wealth. BSN launched #BSNKataYangPentingIkhlas (BSN says it’s important to be sincere), to remind all about the values of Duit Raya is measure with sincerity & ‘when one is sincere, unexpected reward may come your way’.
Results
- TV: Watched by 2.9 million Malay viewers
- Radio: 1.4 million listeners
- MELETOP video posts garnered 55, 298 views
- #BSNYangPentingIkhlas – 18,464 engagements