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LOTUS :
LOTUS ROOTS
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CATEGORY :
DESIGN LOTUS
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COMPANY ENTERING :
FCB SDN BHD, KUALA LUMPUR
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TITLE :
GOLDEN WISDOM
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BRAND :
RHB PREMIER
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ADVERTISER :
RHB GROUP
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AGENCY :
FCB SHOUT, KUALA LUMPUR
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CHIEF EXECUTIVE OFFICER :
SHAUN TAY
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CHIEF CREATIVE OFFICER :
ONG SHI PING
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CREATIVE DIRECTOR :
JAMES VOON/JONATHAN CHAN
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COPYWRITER :
FELICE PUAH/MEGAN ONG
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AGENCY PRODUCER :
CHEY FENG MEY
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ACCOUNT DIRECTOR :
KARIMA KAMAL
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ACCOUNT EXECUTIVE :
GABRIELLE KHOO/ALEXIS AU-YONG/TIM LEE
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FILM PRODUCTION COMPANY :
RESTLESS PRODUCTION, KUALA LUMPUR
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DIRECTOR :
ZAC CHIA
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EXECUTIVE PRODUCER :
TERRANCE CHUA
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POST-PRODUCTION COMPANY :
MECCANICA EFX, KUALA LUMPUR
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EDITOR :
NGSS
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COLORIST :
HAFIZIL
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ONLINE ARTIST :
SHEN SZEN
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SOUND PRODUCTION COMPANY :
GT RECORDS, KUALA LUMPUR
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SOUND ENGINEER :
SHAH HARON
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SOUND EXECUTIVE PRODUCER :
RAM NABIL CHIA
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SOUND PRODUCER :
MUNIRAH RAZALI
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ILLUSTRATOR :
JAEMY CHOONG/ONG CHIA KOON
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CULTURAL CONTEXT EXPLANATION :
Being the minority, the Chinese community in Malaysia has long felt the need to protect against the erosion of their cultural identity. As such, cultural pillars like art, music and food play a significant role to the perseverance of their identity. We found that while affluent Malaysian Chinese have a deep appreciation of traditional Chinese art, they're also always keeping one eye on new innovations in banking and financial services. Hence, our concept of merging the old and the new via the manifestation of a new genre of Chinese art shows that RHB Premier understands its target audience better than any other premier banking brand.
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BACKGROUND OVERVIEW :
The competition for affluent banking customers has become extremely competitive with many local and international banks upping their game in terms offering attractive promotions to recruit new customers. As RHB Premier Banking has found out, whilst these promotions did drive up numbers, it was an unsustainable short-term solution as the customers they did acquire were attracted by the offers rather than any real affinity to the brand.
Compounding this was an issue of legacy…RHB has long been seen as a Malay-centric bank, and given that Chinese Malaysians comprised the bulk of affluent banking customers, a major perception shift was required to win them over.
To do that, the brand would need to show not just an appreciation of its audience but also demonstrate as a financial partner, an ability to enhance their wealth and progress their legacy.
Traditional Chinese Calligraphy is well appreciated by the target audience. It is an art that is traditionally used to impart wisdom. RHB had taken a bold step to be the first bank in Malaysia to collaborate with Ong Chia Koon, a renowned Chinese Calligraphy artist, and Jaemy Choong, a talented young designer, to produce masterpieces that cleverly turned to Art-vertisements.
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