Kuala Lumpur, Malaysia — GXBank Malaysia is challenging traditional banking norms through its new ‘Gegar Sistem’ (Challenge the System) campaign, using the action-packed world of Japanese ‘Tokusatsu’ heroes to encourage Malaysians to rethink outdated financial processes.
Created in partnership with Publicis Groupe Malaysia, the campaign brings to life a fictional universe where everyday Malaysians take on banking “monsters” that represent common frustrations such as slow approvals, complex processes, and limited financial flexibility.
Anchored by the rallying cry “Tak Suka, Ubah Je” (If you hate it, change it), the heart of the campaign centres through three hero films and a multi-channel rollout across digital out-of-home, social, digital and radio platforms, encouraging Malaysians to take greater control of their finances.
Inspired by the larger-than-life storytelling of the ‘Tokusatsu’ genre, the campaign uses humour, action and special effects to transform everyday banking challenges into dramatic battles between consumers and legacy systems.
The films also spotlight four of the digital bank’s key products, including GX FlexiCredit, GX Biz FlexiLoan, GX Biz Account and Bonus Pocket – positioning them as tools that help Malaysians overcome traditional financial barriers and access more flexible banking solutions.
“With this campaign, we wanted to reframe everyday financial frustrations as something Malaysians can confront and overcome with the support of GXBank,” explains Benjamin Chua, Senior Copywriter at Publicis Groupe Malaysia.
“Gegar Sistem is our tribute to the everyday Malaysian. Our products are intentionally built to solve real friction in traditional finance, giving our customers the ‘Henshin’ moment they deserve,” said Hildah Hamzah, Deputy Chief Executive Officer (CEO) and Chief Operating Officer (COO) at GXBank.
“This isn’t just about nostalgia; it’s a celebration of the Malaysian spirit, and proving that with the right tools, anyone can conquer their giants and achieve their financial freedom,” added Hamzah.
The campaign was developed with Out of Ordinary Films, alongside production partner Vision Machina, post-production studio Post2Post and audio house TwoAM.
