Bank Simpanan Nasional (BSN) has appointed social media content creators Fishermen Integrated (Fishermen) to develop a socially-driven campaign called 'JomHappy'.
A cat character “hired” by BSN to spread happiness on social media responds to positive requests from fans via the hashtag #KucingHappy.
The introductory video will be followed by another four episodes in the video series, which will show #KucingHappy granting happy wishes to various lucky Malaysians. To date, three videos have been put up on BSN’s YouTube channel:
The campaign aims to attract a younger audience to connect with the bank.
It was also conceptualised to excite consumers for the bank’s upcoming events in celebrating its 40th anniversary.
Puspa Marina Dato’ Haji Omar, senior vice president / head, strategic communications said, “We are delighted by the response to #KucingHappy – it has astounded even the team.”
The JomHappy campaign garnered over 13,198 people submitting requests via #KucingHappy on Facebook, Instagram, Twitter and the dedicated microsite www.BSN40tahun.com.my in just the first week.
To date, #KucingHappy has received 515,831 views from organic shares of videos posted, said the agency.
Fishermen’s co-founder and head of digital, Mark Darren Lee said, “ We also wanted to create something that no bank has done before in Malaysia - something edgy. For that we have to thank BSN for believing in the #KucingHappy idea.”
Adam Miranda, co-founder and creative director, Fishermen added, “Key to making this idea a success was the amazing teamwork put in to produce an episode every week. We had to write the wackiest, most random script possible based on current conversations, then shoot, edit, record, and create visual effects – all in 7 days. Just like the cat, the results speak for itself.”
BSN’s position as one of the fastest growing Malaysian banks on social media is evident through this campaign. The bank currently has more than 268,000 fans on Facebook.