Hong Leong Bank (HLB) and Hong Leong Islamic Bank have appointed Malaysian celebrities, Lisa Surihani and Alif Satar as their new brand ambassador, according to Bernama.
The celebrities were reportedly appointed with the aim of helping the bank better connect with its consumers, according to HLB's chief marketing and communications officer, Zalman Zainal.
He added that the two ambassadors are self-made entrepreneurs who give back to the community and reflect the company’s ethos and embody its values which could greatly resonate with customers.
The new faces of the bank were present at a launch event by the brand which included a meet and greet with their fans, according to HLB's Facebook page.
Surihani said at the event that she is impressed with the bank’s efforts to contribute to Malaysians’ financial safety and goals by simplifying the banking process, a view shared by Satar. He added that the financial products provided by the bank makes banking accessible to everyone, which is crucial in achieving financial freedom.
The campaign comes about four years after Zalman joined the bank in 2018. With over two decades of experience in the marketing industry, Zalman has been key in providing insight into creating the best campaigns relevant to the times.
In an interview with A+M, Zalman said that in this day and age. where brands are often looking for the next best idea to stand out, a good campaign will still stem from simplicity of thought and idea, as well as creative and effective execution.
"Work containing simplicity of ideas, thoughtfulness of the context, audience and brands yet still stands out from the clutter, and genuinely builds the primary brand or product USPs through creative expressions and effective executions," he said.
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