Bank Simpanan Nasional (BSN) has released a campaign to encourage Malaysian youths to live debt free.
You Against Debt began the last week of November, staged with a mock demonstration calling for the end of debt. The event featured a man dressed as an executive with the word ‘debt’ chained to his leg. Demonstrators handed out flyers asking the public to join in the movement.
BSN recently launched its BSN Visa Debit Card with Visa payWave, which was held at Berjaya Times Square featuring spoke word artist Jamal Raslan. The message it aimed to convey was that debit cards ‘allow you to use the money you have, manage your finances and ultimately promoting the habit of saving’.
Saatchi & Saatchi Malaysia was responsible for the campaign.
Puspa Marina, head of strategic communications at BSN said that its target is one million BSN Visa Debit Card sign-ups by the following year.
“You Against Debt will deliver against our targets. We’re very excited with the campaign as it is a first for Malaysia and a first for any banking organisation to champion such a cause.”
Adrian S’ng, general manager of Saatchi & Saatchi Malaysia said that the campaign is a brave step for BSN.
“We are always looking to find innovative ways to communicate and engage consumers to yield business results for our clients. Since the campaign was launched five days ago, BSN has received almost 5,000 sign-ups.”
The launch of the debit card followed a 100 person flash mob that revealed the card. The campaign saw support from Malaysians via a microsite You Against Debt, having received over 55,000 pledges thus far.