RHB Bank skips the queue with cheeky guerrilla stunt

Queues at money changers across Malaysia are often long, slow, and unavoidable, but RHB Banking Group decided to turn that frustration into inspiration. In a cheeky guerrilla stunt, the bank deployed several individuals wearing unbranded blue T-shirts that read “Scan to skip the queue,” complete with a QR code on the back.

The activation, which took place at one of Kuala Lumpur’s busiest malls during the lunch-hour rush, was designed to pique curiosity. Shoppers scanning the code were directed to RHB’s new multi-currency debit card page, where they learned they could buy foreign currency instantly via the RHB mobile banking app. No queues, no cash-counting required.

Don't miss: RHB launches new mobile app with Malaysia’s first banking widget

RHB Bank’s chief marketing officer Abdul Sani Abdul Murad told A+M, the team wanted to dramatise the solution instead of explaining it. “Queues at money changers these days are as long as those at Disneyland. Instead of telling people our multi-currency debit card could save them time, we thought, why not show it, right in the middle of the problem?” he said.

The unbranded approach was intentional. “No logo, no bank name, just pure curiosity bait,” he explained. “People scanned it, saw the convenience, and literally walked away from the line. It wasn’t us preaching convenience, it was them discovering it. That ‘aha’ moment is far more powerful than any headline.”

The three-hour activation saw a 400% spike in visits to the RHB multi-currency debit card page. While it was a small-scale stunt, Abdul Sani said the reactions spoke louder than the numbers. “When you see a crowd physically move because of an idea, that’s real engagement. You can’t measure that only in clicks or conversions, it’s measured in smiles and stories retold.”

For the bank's CMO, guerrilla marketing continues to hold its ground even in an AI-driven era. “Algorithms don’t feel curiosity, delight, or envy, humans do. A clever real-world moment cuts through digital noise like nothing else,” he said. “Sometimes, good marketing just needs empathy and a bit of mischief.”

The campaign spotlighted RHB’s new multi-currency debit card, which allows users to hold up to 34 currencies, buy and sell them instantly through the app, and spend overseas with zero conversion fees. Linked to Apple Pay, Google Pay, GrabPay, and Alipay, the card aims to simplify spending for travellers and global shoppers alike.

“People are still queueing to buy currency when they don’t have to,” Abdul Sani added. “This card is for the traveller who skips the queue. Literally and figuratively.”

Just a couple of weeks ago, RHB had a billboard for the multi-currency debit card, promoting that the access to 34 currencies via one card, is the "key to unlocking your next mystery adventure". For example, one could take a 5,000 km trip to Japan to find a kaiju (monster), or head to China to find dragons, or maybe even travel 9,000 km to find mermaids in Denmark. 

Earlier this year, RHB doubled down on its customer-centric digital innovation with the launch of its redesigned RHB mobile banking app. The refreshed app marks a significant step forward in the Group’s "Progress 27" digitalisation strategy, combining design simplicity with robust functionality to elevate the daily banking experience.

One of the app’s standout features is Malaysia’s first banking widget, a step forward in frictionless digital convenience. The widget allows customers to perform essential transactions such as payments and transfers directly from their home screen without launching the app. It is a strategic move aimed at positioning RHB as a mobile-first innovator, providing not just digital access, but intuitive digital solutions.

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