Brief
Connect with young Malaysians – the next generation of banking customers – through festive occasions where BSN’s values can be shared, felt and fuel conversations.
Solution
A web series combining storytelling and brand messaging effortlessly.
Idea
Pengacau Raya – a series of webisodes that really stirred things up on social media. It began with a simple story of unity on the occasion of Hari Raya, involving a Chinese Boy married to a Malay Girl, that stole the hearts of Malaysians. Every episode touched on a different phase in their lives and how BSN played a part in it.
Results
>11.3M
views
>140,000
shares
>RM1M
in earned media
>30,000
leads generated
2015
Episode 1 — We’re introduced to Aloysius and Zaitun – a Chinese / Malay married couple – sharing their excitement of celebrating their first Hari Raya together. The premise of this story itself caused a stir amidst racial tensions that were heating up during the campaign launch.
2016
Episode 2 — Aloysius and Zaitun’s story continued on to Chinese New Year, with them now expecting their first child, much to the excitement of the two grandfathers-to-be.
Episode 3 — In this instalment, BSN released their first product-centric brand film about the couple looking to buy a home, promoting the bank’s Youth Housing Scheme.
Episode 4 — The quirky BSN narrative of unity, happiness and being Malaysian continued with a road trip for Hari Raya 2016.
