Marketing Featured Southeast Asia

MBSB Bank observes Malaysian spirit in new national celebration campaign

Kuala Lumpur, Malaysia – As a commemoration of Malaysia’s Independence Day (Hari Kebangsaan) and Malaysia Day 2022, MBSB Bank, an Islamic Bank based in Malaysia, has launched a new campaign, which is a social experiment to observe the Malaysian spirit on how far they would go to help a stranger. 

Developed in partnership with Mediabrands Content Studio (MBCS), the global content studio by IPG Mediabrands, the film was directed by Esham Shahlin, produced by Artisia Productions, and released on digital channels.

Titled ‘Sejauh manakah…’, which in English translates to ‘how far’, the film sees a lone man struggling to push his broken-down old PROTON Saga car through the famous streets of Klang Valley amidst crowds of onlookers. Its journey takes viewers through popular areas in the Klang Valley including Klang, Shah Alam, Petaling Jaya, Chinatown, and Dataran Merdeka, as well as other landmark areas in the city.

Kevin Le, executive creative director of MBCS, noted that undertaking this project with MBSB Bank was both moving and inspiring, and they wanted to see if their enthusiastic Malaysian spirit still lives on against this backdrop of increased traffic and other post-lockdown challenges. 

He further shared that proving true to the message of the film – ‘Selagi kita bergerak bersama, langkah demi langkah, kita akan sentiasa berdaya maju’, which is translated to ‘As long as we move together, step by step, we will continue to succeed’.

“The artistic direction of no dialogue was a conscious choice as we took our audience on a journey, playing off the ‘Uncle’s’ lone struggle against a backdrop of apathy, complemented by an altered and moving piano rendition of Negaraku,” said Le. 

Meanwhile, Azlina Mohd Rashad, chief corporate officer of MBSB Bank, said that they wanted to capture the essence of who Malaysians are, and this social experiment showed it to them in abundance. 

“MBCS has portrayed this idea with the heart and soul that rhymes so well with the theme of ‘Keluarga Malaysia Teguh Bersama’ (Malaysians Stand United). Just like the film, MBSB Bank is always by your side, to accompany you and be part of your journey. ‘Sejauh manakah…’ is a gift to the nation from MBSB Bank in celebrating the National Day and Malaysia Day 2022.”

Marketing Featured Southeast Asia

MBSB Bank taps Entropia as media agency of record

Kuala Lumpur, Malaysia – MBSB Bank has appointed marketing consulting-meets-agency, Entropia, part of Accenture Song, as its first-ever media agency of record to bolster the financial institution’s awareness and penetration in the market. Entropia will work with MBSB Bank immediately to oversee its paid media-buying strategy, planning and execution, and performance measurement.

Soo Mei Goh, principal for integration media at Entropia, a part of Accenture Song, said, “We are honoured to be part of MBSB Bank’s journey and helping them further their vision to be a top progressive Islamic bank.”

Goh adds, “Marketing transformation is a continuous process, and we believe that our data expertise, creativity, and technology prowess can further boost the bank’s digitalisation focus. Although MBSB is a new player in the banking industry, it has achieved several milestones in digital banking products and innovations to provide its customers ease of access to everyday banking.”

MBSB Bank was established in 2018 as a subsidiary of the Employees Provident Fund, following MBSB’s acquisition of Asian Finance Bank. It has since expanded into the country’s second largest standalone Islamic bank. With a majority focus on consumer banking, MBSB Bank also provides Shariah-compliant products and services in business banking and trade financing to its growing customer base of SMEs in Malaysia.

Azlina Mohd Rashad, chief corporate officer at MBSB Bank, commented, “This is our first collaboration with an agency. Entropia stood out with its understanding of customer data and ability to harness it to enhance our customers’ experience.”

Rashad continued by sharing, “We look forward to working with Entropia’s diverse talent to bring a fresh perspective and to propel the bank forward in these challenging times. For a new brand like MBSB Bank, visibility is key among Malaysia’s thriving population, and while building our financial technology capabilities, we hope to be top-of-mind whenever consumers consider a progressive Islamic bank for their financial needs.”