Alliance Bank You:nique Card: Mohammad Khairuddin, your mum is nagging you

When Malaysia's Alliance Bank introduced its You:nique prepaid card, it was hoping to recruit young adults who are not yet eligible for credit cards onto its database of card users, with a view to converting them in the future to full credit card customers.

Alliance Bank You:nique Card: Mohammad Khairuddin, your mum is nagging you

HwaiHwe Chin

Campaign details

Brand owner: Alliance BankAgency: G2 Direct InteractiveBrand: Alliance Bank You:nique CardCountry: MalaysiaChannels used: Internet - display, Internet - general, Internet - microsites, widgets, Online video, Other and ambient media, Outdoor, out-of-homeMedia budget: Up to 500k

Executive summary

'Mohammad Khairuddin, Your Mum is Nagging You' demonstrates how the role of Alliance Bank's You:nique prepaid debit card was reframed from being 'just another payment method' to a tool that played a truly meaningful part in the...

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