Bank Simpanan Nasional (BSN), with the help of Saatchi & Saatchi Malaysia, has launched a new campaign for the Sijil Simpanan Premium (SSP) which is a special savings account where savers stand a chance to win prizes.
The bank asked Saatchi & Saatchi Malaysia to create and launch the SSP campaign for 2015, with the aim of creating awareness about the product. While SSP has been running for over three decades, due to a lack of promotion, its popularity has diminished especially among the younger generation.
Through insights, the agency decided to promote the idea that it only took RM10 for a person to save in the SSP account and stand a chance to win prizes. This came at a time when, due to the economic downturn and depreciation of the Ringgit, RM10 has lost most of its value. Saatchi & Saatchi and BSN decided to play up the fact that with the SSP, the RM10 value is still powerful enough to turn around one’s luck.
With that in mind, the agency created a campaign that solely dramatises the once taken-for-granted RM 10. The 10POWERR campaign is a full 360 campaign comprising above the line communication, all the way through digital and on-ground activation.
Take a look at the videos:
Puspa Marina Bt Omar, senior vice president and head of strategic communications of BSN said “10POWERR is our way of showing Malaysians how little it takes to invest in a better future. During these tough economic times, most Malaysians are weary about investing and are finding it hard to save. I think this is the answer to their solutions and a ray of hope for them –investing need not take much, just a minimum of RM10 can possibly get you ample returns.”
Adrian S’ng, managing director of Saatchi & Saatchi Malaysia explains “The agency felt that it was necessary to highlight the power of RM10, especially in today’s economical climate where it’s barely enough to buy you a meal. We communicated this by dramatising the power of RM10 in every day scenarios Malaysians face.”