Hong Leong's marketing stunt sees the bank hand out RM100 for 100 days

Hong Leong Bank’s credit card division, working with Naga DDB Tribal, has launched the #100HappyDays campaign.It was to encourage the bank’s existing credit card customers to use and spend more with their credit cards.  The objective was to create a higher awareness level for the brand on ground and on social media.

The offer was simple - 100 winners would get to win RM100 over a period of 100 days. Naga DDB Tribal’s task was to demonstrate to consumers how easy it was to win RM100 simply by spending with their credit cards.

The idea was brought to life by creating an activation event across 60 branches to illustrate how easy it is to be rewarded by making each branch literally rain money while consumers were in-store. This activation was captured on video for social media content and uploaded to Youtube to generate views. Digital collaterals such as Facebook posts and GDN banners were also developed to further support the campaign.

The activation video that was posted on Youtube garnered 610,390 views with 2,234,665 impressions and 26.57% view through rate. In addition, YouTube’s brand lift report registered an increase of 15.7% in Brand Interest . Meanwhile, the bank saw a total of 20,315 registrations for this campaign.

Watch the video here:

[video width="640" height="360" mp4="http://images.marketing-interactive.com.s3.amazonaws.com/wp-content/uploads/2017/04/100-Happy-Days-Usage-Campaign.mp4"][/video]