GXBank Sepoket Impian

Agency

VaynerMedia Asia Pacific

Client

GXBank

Product/Service

Finance

Brief

Did you know that legacy banking models leave 7 million Malaysians behind in pursuit of financial freedom? GXBank, Malaysia’s first digital-only bank launched last year and their mission was set. They wanted to champion financial inclusivity, especially for the underserved.  Having launched first, you’d think it would be a sure win for GXBank, right? Nope. They did gain 100K new users in 11 days, but growth quickly plateaued despite the innovative offerings. 62% of potential clients were hesitant due to unfamiliarity with the brand, revealing the barrier to adoption – Who even is GXBank? In the rush to be the first to launch, GXBank missed their opportunity to storytell their purpose. Malaysians needed to know who GXBank served. Their mission changed. GXBank wanted to gain trust and bridge the gap in new-to-bank conversions.

Solution

GXBank changed the banking habits of the nation, and it all started with a pocketful of dreams. Whilst traditional banks promoted cliché fantasies like a grand wedding or flashy cars, these weren’t the dreams of the underserved. What they dreamed of was a lot simpler - they just wanted to provide better lives for their children. Through our creative expression, “Sepoket Impian” (A Pocketful of Dreams) we aimed to ignite hope today and for countless tomorrows.

Our film tells the story of a father fighting to support his son’s dream. We added a human touch to our digital bank and brought our mascot, Johan, to life. Johan, the champion of dreams, embodied the overflowing desire of a suppressed ambition. This short story was accompanied by an original composition that enhanced the storytelling and communicated the internal emotions that the father and son could not voice themselves.