MBSB Bank puts the pedal to the metal on cross-border transfers

MBSB Bank is banking on speed to sell its international transfer service, putting Malaysian professional race car driver Leona Chin at the centre of a new campaign for Global Easy Transfer (GET), the bank’s remittance service in partnership with Wise Platform.

The campaign includes a short film titled "GET speed matters" and is built on the idea that speed is now part of the digital banking experience.

In the campaign film, Chin races for 5km, completing the distance in two minutes. The film then draws a parallel with GET, showing that it takes just 20 seconds to send money 5,000km away.

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While speed is integral to the messaging of this campaign, MBSB Bank said customers now expect more than fast transfers. They also want to know upfront what they are paying, how much the recipient will get and where their money is at each stage.

The campaign therefore puts cost transparency and visibility alongside speed. The brand film highlights transparent fees and no hidden charges, as well as real-time transfer tracking through its MJourney app and web platform.

Accessibility is another part of the proposition, with MBSB Bank recently expanding GET from 12 to 20 currencies. The expansion added destinations including Vietnam, Canada and the United Arab Emirates.

MBSB Bank isn't the only financial brand borrowing from motorsport to talk about speed.

This month, Standard Chartered launched "Move ahead", a global campaign built on its Formula 1 partnership, using the sport's precision and preparation to illustrate how it supports clients internationally.

Fintech company Airwallex has also used the playbook, now in its third year of a sports sponsorship push that began with McLaren Racing. In a previous interview with A+M, Jon Stona, vice president of global marketing at Airwallex said the McLaren partnership in particular has helped sales teams unlock larger conversations in-market, accelerated existing pipelines and delivered an internal dividend too, with employee pride and recruiting lift flowing from the visibility of elite sport.

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