KUALA LUMPUR, MALAYSIA — Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network is pleased to see it’s ideation of Chief BerUang, the anchor mnemonic character for a brand awareness campaign for Perbadanan Insurans Deposit Malaysia (PIDM), kick off as part of the Government agency’s drive to provide financial education amongst young Malaysians.
The #BorakBeruang campaign introduces talkshow host Chief BerUang, an animated bear character, to act as a financial ambassador and face of PIDM’s financial resilience campaign. The name of the character is a mnemonic play on the Malay words ‘beruang’ meaning ‘bear’ and ‘Ber-Uang’ meaning ‘having money’.
Kim Chew, Client Service Director of Reprise Digital said, “Financial related topics are very often viewed as heavy or serious by younger audiences. Hence, we wanted to inject an element of playfulness and fun in driving home this message in a way that is more relatable to younger audiences, to get them to a space where they’re happy to tune in to it. Building a memorable face with the mnemonics and play of words all help to drive memorability of the brand and retention of the key messages of financial savviness.”
The campaign kicked off with a series of animated videos featuring Chief BerUang as a talk show host providing advice on good financial management across a wide variety of financial related topics including planning your salary split, how to save, and tips on spending wisely.
Chief BerUang is joined on the show by a sidekick character in the form of a horse, Encik Kedek, a play on the word ‘kedekut’ meaning ‘miserly’.
The Borneo sun bear was selected as the advocate as it is one of Malaysia’s vulnerable animals listed by International Union for Conservation of Nature’s (IUCN).
View the #BorakBerUang episodes here:
Borak BerUang Ep 1 | Tanya sama BerUang, Apa sebab BerWang
Borak BerUang Ep 2 | Belanja Jimat, Poket Selamat
Borak Beruang Ep 3 | Rajin Menyimpan, Terang Masa Depan
