KUALA LUMPUR – Living up to its promise as the Nation’s Savings Champion, Bank Simpanan Nasional (BSN) introduced the latest in its inventive new series of print ads, for Chinese New Year. The aim of the campaign series is to communicate the Bank’s message of ‘savings through responsible spending’ in a practical and unique way for Malaysia’s key festivals.
During Chinese New Year, the tradition of giving ‘ang pao’ (envelopes of money) is a must. To reflect this idea for the Year of the Goat, Lowe Malaysia and BSN have created a customize-able, goat-themed origami money box. Positioned alongside the message ‘Fortune Favours Those Who Save This Chinese New Year’, the origami and ‘how to make’ instructions will form part of the Bank’s mainline newspaper advertisement during the festive season. Readers can cut out and create their own money box from the page.
Puspa Marina Dato’ Haji Omar, Senior VP/Head of Strategic Communications at BSN comments of the work: “The idea behind this series is to demonstrate our corporate message of responsible spending with something more than just words and pictures. And because we have chosen to focus on Malaysia’s festivals, we are able to put across a serious message in ways that are both helpful and appealing for our audiences. This colourful Chinese New Year money box is one such example.”
Shukri Jai, Client Service Director, Lowe Malaysia adds: “Our aim is to engage people with a simple, versatile and universal idea to encourage savings. With this ad, readers can also do a little bit for the environment by using it as a money box. As an additional aspect, for the very family-focused Chinese New Year season, we hope that cutting out and making money box from this ad can also be a fun, family activity.”
The work is the second in BSN’s festive savings series, following a collection of wrapping paper page ads for Christmas 2014.
Campaign Credits
Bank Simpanan Nasional
Puspa Marina Dato’ Haji Omar – Senior VP/Head, Strategic Communications
Aizurra Melissa Mohamed Muzammil – Manager, Brand Communications
Noor Amalina Ahmad Latphy – Executive, Brand Communications
Lowe Malaysia
Sailesh Wadhwa – Strategy Planning Director
Shukri Jai – Client Service Director
Fitrina Tuty Zaini – Associate Account Director
Hidhir Hussin – Account Manager
Zaidi Awang – Executive Creative Director
Gray Ng – Art Director
Eddy Nazarullah – Copywriter
Kevin Leng – Designer
