Mach by Hong Leong: Creating a brand for a younger market
Nisha Roy
Campaign details
Brand owner: Hong LeongAgency: Naga DDB MalaysiaBrand: MachCountry: MalaysiaChannels used: Radio, Social media, TelevisionMedia budget: 1 – 3 million
Executive summary
Hong Leong Bank Malaysia quickly realized their declining relevance with the young adult segment in Malaysia. This triggered the need to launch a new sub-brand called 'Mach Bank' that would bear all the hallmarks of product and design that would cater to needs of young adults.
It was found that young adults in...