Bank Simpanan Nasional (BSN) is in the midst of a creative pitch. A+M understands that the deadline for shortlisted agencies to submit their documents was yesterday, and the pitch is likely to conclude in one to two months. When reached out by A+M, BSN declined to comment, citing confidentiality issues.
The bank announced its three-year RM130 million rebranding exercise at the end of 2015, revealing a new brand identity and logo. Through the rebrand, it aimed to reflect both the evolution and vision for the future, and thus introducing a new brand promise of “a better life within your reach.”
The bank's first digital campaign #RojakBuah in 2014 was reportedly successful, garnering a wide reach of audience in what it wants to promote - social togetherness and unity. However, its most renowned campaign to-date is Kucing Happy, which gathered positive response.
"The response to Kucing Happy was beyond BSN’s imagination. We knew it would be doing six videos but after the first three we realised it had to rewrite everything because of the call to action was overwhelming. We had to respond to what was demanded from our audiences," said Puspa Marina Omar, SVP of strategic communications at BSN.