M&C Saatchi Malaysia
Bank Negara Malaysia
Banking
Despite multiple awareness campaigns, financial scams were on the rise in Malaysia. During Ramadan, Malaysians were spending more to finance celebrations- making them more susceptible to scams. With Raya fast approaching, Bank Negara Malaysia needed a way to break through the clutter and increase scam awareness.
During Ramadan, Muslims believe evil spirits are locked away all-month long. That means, the only evil that exists during Ramadan are scammers! We used this insight to create entertaining PSA videos to teach Malaysians about how to spot scammers. In our videos, different scammers pretend to be an evil spirit trying to scam its victims. But before falling for the scam, our victims realise and call them out as nothing but scammers. Through this, Malaysians learned about APK Malware, bogus loans, mule account scam tactics and how to report them- in a way they had never seen before. We managed to make Malaysians more vigilant- engaging 2,588,155 people and seeing a 58% reduction in unauthorised online banking transactions reported after the campaign launched.?
AGENCY
Managing Director: Nisha Devina Roy
Executive Creative Director: Hor Yew Pong
Creative Director: Elissa Azizi
Senior Art Director: Yeo Lee Kee
Senior BM Copywriter: Jenatun Zulkifli
Copywriter: Naomi Paige Hon
Senior Chinese copywriter: Jackson Mah
Designer: Catherine Chan
Planning Director: Kathleen de Cruz
Content Experience Lead: Kelvin Lye
Social Media Executive: Imran Zulhkiple
Director of Business & Growth: Cindy Lim
Account Director: Arishah Eleika
Executive Producer: Rasydan
AV Producer: Faliq Omar
PRODUCTION
Production House: Shoot Works Asia SB
Director: Taufiq Kamal
Executive Producer: Dianne Phang
Post House: Tentoseven Creative
Audio House: LLM Production
CLIENT
Director of Bank Negara Malaysia Strategic Communications Department: Shasha Kartini Ridzam
Manager, Strategic Communications Department: Celina Loo Pei Chia,
Executive, Strategic Communications Department: Jessica Chua Phuay Khin
Deputy Director, Strategic Communications Department: Chim Wai Shan
