No cash, no problem: GXBank’s latest campaign promises ringgit in a rush

Malaysia's first digital bank GXBank has partnered with creative agency Fishermen Integrated to launch a new campaign aimed at promoting GX FlexiCredit, a flexible credit line product that gives users access to cash within minutes.

The campaign, titled "Cash in minutes", positions the offering as a fast and hassle-free solution for financial emergencies, whether it’s a busted pipe, a surprise medical bill, or a sick cat.

The campaign includes 20 six-second video clips, split evenly between English and Bahasa Melayu. The ads are currently running across platforms such as Facebook, TikTok, X, and YouTube, and will remain live until the end of 2025.

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Yeap Yan Han, head of marketing at GXBank, said the brand wanted to create something instantly recognisable, a sound that captures the speed and simplicity of getting cash when you need it most.

“Many Malaysians turn to personal loans in times of urgent need, but traditional options take too long to come through with the money. With FlexiCredit, we have set a new standard by approving and disbursing cash in just minutes, right when it matters most,” he added.

In tandem, Dylan Cheong, associate director at Fishermen Integrated, said the idea was grounded in the everyday nature of financial curveballs.

“Unplanned moments like a soaked phone or an emergency bill are more common than we think and they always seem to hit at the worst time. That truth really grounded the work for us,” he said, adding that the agency has worked with GXBank since its launch in 2023.

Andrew Tan, co-founder and executive creative director at Fisherman Integrated, echoed similar sentiments, noting that the creative strategy centred on simplicity and relatability. The team developed the series that depicted real-life, high-stress situations, each resolved quickly with the help of GX FlexiCredit.

“Through these scenarios, we convey in a concise manner how GX FlexiCredit can be a helpful resource when unplanned moments occur," he added. 

This latest campaign follows GXBank’s ‘Pocketful of dreams’ initiative launched in March last year, which encouraged Malaysians to pursue their ambitions. The campaign featured a short film centred on a struggling toy store owner and his son, an aspiring illustrator, highlighting the bank’s role as a pocket-sized partner in turning dreams into reality.

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