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RHB features the life story of great-grandmother on giant billboard

Financial institute RHB and creative agency FCB Kuala Lumpur is featuring the life story of great-grandmother Datin Siti Hendon Abdullah on the Bukit Bintang Posterscope billboard in the heart of Kuala Lumpur’s commercial district. The billboard was unveiled in line with Mother’s Day.

The unveiling of billboard follows the bank’s launch of its #RHBprogress2019 contest on Instagram on 5 April 2019, which called on Malaysians to submit their personal stories of progress. The contest is part of RHB’s bigger campaign, “Progress is for Everyone”, which encourages consumers to pursue progress on their own terms.

Abdullah’s story, which was submitted by her grandson, stood out amongst the entries. Entitled “Baba Hendon, A lifelong learner”, the entry depicted Abdullah’s story of progress with her earning her Master’s degree in early childhood education at the age of 82.

“Baba Hendon practices what she preaches to her grandchildren: ‘There is no substitute for hard work. The day you stop learning is the day you stop living.’” the entry read.

RHB has also released a video on its social channels featuring the Instagram contest and Abdullah’s story. The video has garnered more than 103,988 views in two days.

According to a press release, Abdullah was “touched” by the gesture upon having the billboard revealed to her, and shared some words of wisdom: “We can’t avoid getting old, but we must live to the fullest.”

“RHB is a champion for all and we wanted to show that progress can come in many forms. Datin Siti embodies the RHB spirit…her determination to challenge human conventions and continue seeking progression in life through learning embodies what we at RHB believe in… it is what ‘Together We Progress’ means,” Said Abdul Sani Abdul Murad, group chief marketing officer of the RHB Group said.

In a statement released to A+M, co-owner and CEO of FCB Group Malaysia Shaun Tay revealed that more of such selected entries from the #RHBProgress2019 Instagram contest will be featured. He also said the core ROI that the companies are looking for are the “big ones” such as brand love, consideration, affinity, and more.

“Any brand can do an ad…but the great ones, the ones that truly move people have an undeniable sense of purpose. RHB’s purpose is clear. It’s about inspiring the challenger spirit in everyone no matter their background or circumstance,” said Ong Shi Ping, co-owner and chief creative officer of FCB Group Malaysia.

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