NAGA DDB TRIBAL
HONG LEONG BANK
BANKING
Chinese New Year is an auspicious time of togethernessand merriment. However, it can be stressful period of shelling out expenses to welcome the New Year. In a time of spending and constant influx of festive ads, how can Hong Leong Bank differentiate itself and reach audiences through relevant, palatable messaging? Seeing an opportunity to be a partner of all Malaysians in providing services built around their needs, Hong Leong Bank sought to :1) Become a forerunner among consumers who spend during CNY by opening opportunities for its credit cards, personal loans, and auto loans to be more accessible and rewarding;2) Create fun content across multiple platforms - telling a lighthearted story that viewers can enjoy, if only to briefly escape the bustle of festive obligations
“Tomorrow’s Success Begins Today” is a thematic continuation of Hong Leong Bank’s ongoing “Seeding Dreams” communication platform, where HLB aims to drive Malaysians to take action to make their own future today, and to help enable their success through a wide range of products and promos. HLB launched the campaign on YouTube with a comedic yet heartwarming story of childlike perseverance, patience, and determination in “The Grown Ups’ Table,” its flagship short film. To support “The Grown Ups’ Table,” HLB have also crafted three 20s clips highlighting Ah Girl’s giving tips to characters present in their to get the most out of their credit card purchases, SME business efforts, and car loans, respectively – along with three 15s vignettes expanding on Ah Girl’s frustration at being in the kids’ table and engaging Instagram users to give tips on how she can join the grown-ups’ table. - The campaign garnered a total of 114.7 million impressions-
MARKETER:
Hong Leong Bank
Zalman Zainal Chief Marketing and Communications Officer
Jason Ng Head of Brand Marketing
Vivian Tan General Manager, Corporate Communications
AGENCY:
Naga DDB Tribal
Full Name Designation
Angeline Tan Business Unit Head
Don Michael De Leon Director Brand Management
Sam Fletcher Senior Brand Executive
Benedict Tan Associate Creative Director
Derek Yeo Creative Group Head
Raphael Ang - Head of Copy / Chinese Division
Michelle Goh - Copywriter
Wong Jin Jiek Art Director
Wee Sze Shen Designer
Sharon de Silva Head of AV
Rosalinda Check - Producer
PRODUCTION HOUSE:
Director : Lobak
Assistant director : Elroy Lee
DOP : Patrick Chua
Producer : Shito
Production designer : Kok Ming
Editor : Lobak
Color grade : Beh Jing Qiang
Name of Post Production : Film Troop Studio
Audio, music etc. etc : Real Time Studios
2D animation : Kent Lee Kin Keong
MEDIA AGENCY - m/SIX
Sook Fun Wong
Ching Wen Ang
