CIMB Bank: CIMB Petronas-MasterCard Dubsmash Campaign

This case study describes how CIMB, the Malaysian bank, needed to sell its new Petronas Mastercard in the wake of a new 6% tax, which sent consumer confidence into a spiral of negativity.

CIMB Bank: CIMB Petronas-MasterCard Dubsmash Campaign

Brand: CIMB BankAgency: Geometry Global Malaysia

The Summary Statement

In a climate where Malaysians everywhere were depressed and cautious about spending due to the economic slowdown and rising cost of living, a conventional bank brand was able to motivate the public to sing and dance their way into acquiring a new credit card with a psychologically comforting numerical benefit. The campaign registered outstanding acquisition results.

Campaign Strategy

Context: Malaysians Are Stressed

With an already weakening Ringgit, the implementation of the Goods and Services Tax (GST) couldn't have come at a worse...

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