Bank Simpanan Nasional’s CNY Ad

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Bank Simpanan Nasional’s CNY Ad
– Urges Responsible Spending – with a Creative Twist

11 February, 2015, Kuala Lumpur – Living up to its name as the Nation’s Savings Champion, Bank Simpanan Nasional (BSN) introduces the latest in its inventive new series of print ads, for Chinese New Year. The aim of the campaign series is to communicate the Bank’s message of ‘savings through responsible spending’ in a practical and unique way for Malaysia’s key festivals.

During Chinese New Year, the tradition of giving ‘ang pao’ (envelopes of money) is a must. To reflect this idea for the Year of the Goat, Lowe Malaysia and BSN have created a customize-able, goat-themed origami money box. Positioned alongside the message ‘Fortune Favours Those Who Save This Chinese New Year’, the origami and ‘how to make’ instructions will form part of the Bank’s mainline newspaper advertisement during the festive season. Readers can cut out and create their own money box from the page.

Puspa Marina Dato’ Haji Omar, Senior VP/Head of Strategic Communications at BSN comments of the work: “The idea behind this series is to demonstrate our corporate message of responsible spending with something more than just words and pictures. And because we have chosen to focus on Malaysia’s festivals, we are able to put across a serious message in ways that are both helpful and appealing for our audiences. This colourful Chinese New Year money box is one such example.”

Shukri Jai, Client Service Director, Lowe Malaysia adds: “Our aim is to engage people with a simple, versatile and universal idea to encourage savings. With this ad, readers can also do a little bit for the environment by using it as a money box. As an additional aspect, for the very family-focused Chinese New Year season, we hope that cutting out and making money box from this ad can also be a fun, family activity.”

The work is the second in BSN’s festive savings series, following a collection of wrapping paper page ads for Christmas 2014.

Campaign Credits

Bank Simpanan Nasional

Puspa Marina Dato’ Haji Omar – Senior VP/Head, Strategic Communications

Aizurra Melissa Mohamed Muzammil – Manager, Brand Communications

Noor Amalina Ahmad Latphy – Executive, Brand Communications

Lowe Malaysia

Sailesh Wadhwa – Strategy Planning Director

Shukri Jai – Client Service Director

Fitrina Tuty Zaini – Associate Account Director

Hidhir Hussin – Account Manager

Zaidi Awang – Executive Creative Director

Gray Ng – Art Director

Eddy Nazarullah – Copywriter

Kevin Leng – Designer

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About Lowe Malaysia
Lowe Malaysia, with 55 years of local heritage, is one of the country’s premier communications agencies. Lowe works with leading companies including Unilever, Sapura Aero, Etiqa, F&N Dairies, Spritzer, Yogen Früz, Danone Dumex, Jotun, BiC, WCT (Gateway@ KLIA2), Telekom Malaysia, Multimedia University, Multimedia College, Burger King, klia2 and Malaysia Airport Niaga (ERAMAN). Lowe Malaysia partners leader brands, and currently 20 out of the 30 or more brands Lowe handles are either number one or two ranked market leaders. Known for its emphasis on Effective as well as Creative solutions, Lowe Malaysia has been a consistent winner at creative and effectiveness award shows alike.

· Campaign Asia – Agency of the Year 2014

• Best Consumer Event of the Year – 2014 [Marketing Events Awards]

• Promotional Marketing Asia Awards in FMCG, Education – 2014 [Dragons of Asia]

• Agency of the Year – 2014 [CMO Asia World Brand Congress and Brand Excellence Award]

• Brand Revitalization of the Year – 2014 [CMO Asia World Brand Congress and Brand Excellence Award]

• Brand Excellence Awards in Telecommunication, FMCG and Education [CMO Asia World Brand Congress and Brand Excellence Award]

• Best Use of Games/Contests/Quizzes – 2014 [A+M APAC Loyalty and Engagement Awards]

• Best Use of Mobile – 2014 [A+M APAC Loyalty and Engagement Awards]

• Best Engagement Strategy For A Female Audience – 2014 [A+M APAC Loyalty and Engagement Awards]

• Best Engagement Strategy By A Media Owner -2014[A+M APAC Loyalty and Engagement Awards]

• Best Use of Experiential/Live Marketing 2014 [A+M APAC Loyalty and Engagement Awards]

• Brand Consultancy of the Year-2014 [A+M Agency of the Year Awards]

• Mobile Marketing Agency of the Year-2014 [A+M Agency of the Year Awards]

• The MARKies – Best Idea Mobile [A+M Awards]

• The MARKies – Best Idea Male [A+M Awards]

• Integrated Digital Led Campaign 2014 [Asia-Pacific Tambuli Awards 2014]

• Integrated Mobile Led Campaign 2014 [Asia-Pacific Tambuli Awards 2014]

• Digital Asia Festival Award 2013 [DMA 2013]

• Brand Consultancy of the Year-2013 [A+M Agency of the Year Awards]

• Creative Agency of the Year-2012-13 [CREAM-Marketer’s Choice Award]

• Most Recommended Agency of the year-2012-13 [CREAM-Marketer’s Choice Award]

www.lowemalaysia.com

Lowe Malaysia is part of Lowe and Partners, an integrated marketing communications network present in more than 65 markets with over 90 agencies. Lowe and Partners has been present in Asia Pacific for over 70 years and now covers 15 countries in the region. Lowe and Partners is consistently ranked among the most awarded creative and effectiveness agency networks in the world and in 2013/2014 took home over 100 Effie awards, topping the annual Effie Index in terms of points per dollar revenue. Lowe and Partners is headquartered in London and is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit us at http://www.loweandpartners.com or follow Lowe and Partners on Twitter @LoweandPartners and on Facebook.com/LoweandPartners

For more about BSN please visit:

http://www.mybsn.com.my/index.xhtml

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