Bank Simpanan National (BSN) has once again hit the popularity button among netizens this year, following the release of its latest Raya ad.
BSN, which is known for its series of Kucing Happy ads, as well as its previous Pengacau Raya ads has a brand new theme for this year. Titled #RiuhkanRayaBSN, the campaign features a Selamat-kan Hari Raya ad as part of the campaign. This year’s theme aims to strengthen the sense of togetherness among Malaysians through racial diversity, said BSN.
The ad, which is about six minutes and 40 seconds long, features two hilarious neighbours Raj dan Chong, who volunteered to protect their neighbourhood three days before Raya while other neighbours are away visiting their hometown.
Raj accidentally dropped the bowl of curry which he supposed to serve Chong, on the night of their duty guarding the neighbourhood. Since then, a superstitious Raj became overly-suspicious on a series of happenings which often ended up with a funny twist. The film hit a climax on Raya’s eve when both Raj and Chong actually successfully saved the neighbourhood.
Watch it here:
The entertaining ad has gotten a lot of praises from netizens, with more than 2.1 million views and 8150 shares since it was posted on 12 June.
According to the brand, the “360-degree” advertising campaign involves all media mediums, and will be progressively implemented through three segments with three different approaches. It added that it wants to stay true to its brand of “A Better Life Within Your Reach” while “consistently spreading happiness” amongst Malaysians, in a bid to inculcate the spirit of togetherness and respecting diversity.
The Selamat-kan Hari Raya ad forms part the third leg of its #RiuhkanRayaBSN campaign and is conceptualised by digital agency Fishermen Integrated, the same agency behind its earlier well-received ads. BSN said the agency was tasked to develop a story line reflecting the same values and principles of the bank with a much different ad concept from its previous ones.
The campaign was first kicked off early in April to cater both its product and corporate segments. Its first product-driven segment rewarded lucky customers with cash vouchers for the purpose of their festive preparations. It was then followed by a social media driven campaign primarily on Facebook, inviting Malaysians to create seloka with a cash voucher reward for the first 500 winners on 1 June 2017.
BSN also surprised the family of three lucky students studying overseas travelling home to celebrate Raya together. The students are also the bank’s customers.
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