Kuala Lumpur, 13 June 2018
Hong Leong Bank Berhad (‘HLB’ or ‘the Bank’) has launched an integrated creative and digital campaign for Hari Raya Aidilfitri to drive awareness on responsible financial planning through engaging and interactive platforms.
The Bank’s Hari Raya theme of ‘Menyemai Impian’ or ‘Sowing Dreams’ was brought to life through various creative and engaging initiatives. These include a heartwarming three-minute story of a young girl learning the value of savings from her father in a most peculiar way, an interactive Raya-themed mobile game called Jom Raya, ‘e-Duit Raya’ via the Hong Leong Connect mobile banking platform, and a series of colourful and attractive Raya packets.
“The tradition of saving and spending wisely is familiar for many of us, but much of its essence may have been lost in this age of heightened consumerism, especially during the festive season where people are more inclined to spend. The devotion of parents regardless of generation towards their children’s futures had inspired us at Hong Leong Bank in developing our Hari Raya campaign theme ‘Menyemai Impian’ or Sowing Dreams’. It is a demonstration of our understanding and commitment towards our customers’ financial management and wealth building opportunities, helping them to build their futures and achieve their dreams” said Domenic Fuda, Group Managing Director and Chief Executive Officer of HLB.
HLB’s YouTube video named “Abah Tak Bagi” tapped on the emotional aspects of the parent-child relationship, focusing on a father’s sincere, but quirky, efforts to educate his young child on the importance of cultivating a savings habit.
“Our video focuses on hidden things that parents do out of love for their children, and in this case, it is to help them learn to save for their own futures. This is no different from what we want for our customers – for them to be equipped with the right financial tools to support their aspirations,” said Zalman Zainal, Chief Marketing and Communications Officer of HLB.
In line with its efforts in being ‘Digital at the Core’, HLB has leveraged on various digital innovations to transform their engagement with customers. The recently launched Raya-themed mobile game called Jom Raya has caught the attention of gamers, making it the top trending arcade game currently on Google Play Store, with high redemption of prizes, reflecting the high engagement value of the digital activation.
The Jom Raya mobile game can be downloaded via the Hong Leong Connect app or directly from the Google Playstore or Apple App Store.
Another digital initiative is Hong Leong Bank’s e-Duit Raya which allows customers to send money to their loved ones via the Hong Leong Connect App. For those preferring to give duit raya in person, delightful packets are bound to put a smile on the receiver’s face.