Kucing Happy

Brief

Create awareness and build affinity with Gen-Y in conjunction with BSN’s 40th anniversary.

Challenge

BSN needed to introduce themselves to a younger audience on social media. But the bank has been slow to embrace digital in the past.

Idea

Social media engagement is no job for an ordinary man. So we created Kucing Happy – a cat who talked his way into the hearts of Malaysians by asking them to wish for something that would make them happy. Over 6 webisodes, Kucing Happy filtered through over 50,000 wishes and granted some of them with his own interpretation of what would make them happy.

Results