Campaign details
Brand: HSBCBrand owner: HSBCEntrant company: Leo Burnett Kuala LumparIdea creation: Leo Burnett Kuala LumpurMedia: PHD Media Petaling JayaMarket: MalaysiaSector: BanksMedia channels: Content marketing, Online video, Search marketing, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
HSBC often perceived as a bank for the affluent few in Malaysia made inroads into the fast-emerging affluent segment by tapping on a powerful cultural tension.
Malaysia BOLEH the spirit that propelled Malaysia's growth for years had lost meaning and...