Kuala Lumpur, Malaysia – Malaysian banking company RHB Bank, in collaboration with creative agency FCB SHOUT, has released a new campaign titled ‘The Extra Mile’ highlighting the former’s customer-first culture and service excellence values.
The campaign features a short film inspired by the true story of two RHB staff from Kuala Kangsar, who travelled 140 kilometres to Gerik during the pandemic to help a bedridden customer withdraw his Employees Provident Fund for medical expenses.
Speaking about the campaign, Group Chief Marketing Officer of RHB Group Abdul Sani Abdul Murad said, “We knew right from the get-go that a commercial about RHB’s commitment in providing service excellence has to be based on a true story of our staff, because the RHB brand that Malaysians have come to know and love is not built by the numbers in our annual report or the products that we have, but by our people.”
He added that the campaign is aimed at showing the public the “unsung heroes” of the company, who go beyond their call of duty by providing the best service possible.
Meanwhile, Tjer, FCB SHOUT’s head of creative, added, “The pressure on us was immense because we had to do justice to such an incredible true story. We could’ve taken the easy way out by simply producing a documentary, but to stay true to the work that the agency has been creating for RHB over the years, we took up the challenge to produce a commercial that contains a cornucopia of entertainment, emotions and unexpected twists.”
Tjer also thanked their production partners D’Moving Pictures and Grand Theft Records for making the campaign possible.
“While brand commercials about service excellence are neither new nor rare, what makes ‘The Extra Mile’ such a uniquely powerful story is the fact that it’s based on a true story. This film is proof that RHB is a bank that truly walks the talk,” FCB SHOUT’s Co-Owner and Chief Creative Officer Ong Shi Ping, concluded.
RHB Bank has also previously released creative advertisements to celebrate Eid/Hari Raya and Chinese New Year.
