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 Lumpurâs commercial district. The billboard was unveiled in line with Motherâs Day.
The unveiling of billboard follows the bankâs 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, âProgress is for Everyoneâ, which encourages consumers to pursue progress on their own terms.
Abdullahâs story, which was submitted by her grandson, stood out amongst the entries. Entitled âBaba Hendon, A lifelong learnerâ, the entry depicted Abdullahâs story of progress with her earning her Masterâs degree in early childhood education at the age of 82.
âBaba Hendon practices what she preaches to her grandchildren: âThere is no substitute for hard work. The day you stop learning is the day you stop living.ââ the entry read.
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Baba Hendon, A lifelong learner. After receiving her Masterâs degree in Early Childhood Education at the age of 83. People started asking âBaba, whatâs next?â âIâm working on my PhD in Early Childhood Education.â I guess she practice what she preaches to her grandchildren âThere is no substitute to hardworkâ. The day you stop learning is the day you stop living. @rhbgroup #rhbprogress2019
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: âWe canât avoid getting old, but we must live to the fullest.â
âRHB is a champion for all and we wanted to show that progress can come in many forms. Datin Siti embodies the RHB spiritâŚher determination to challenge human conventions and continue seeking progression in life through learning embodies what we at RHB believe inâŚ it is what âTogether We Progressâ means,â 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.
âAny brand can do an adâŚbut the great ones, the ones that truly move people have an undeniable sense of purpose. RHBâs purpose is clear. Itâs about inspiring the challenger spirit in everyone no matter their background or circumstance,â said Ong Shi Ping, co-owner and chief creative officer of FCB Group Malaysia.