RHB Bank: Heart baker, love triumphs over taboos

RHB, a financial services brand, told the story of a nine-year-old aspiring chef and raised funds for her disabled sister's treatment with its Heart Baker campaign in Malaysia.

Summary Statement

Creating Malaysia's #1 CNY campaign

Whilst festive commercials have long been a staple of Malaysian advertising, RHB's festive campaigns have emerged as the gold standard for effective long-term brand-building, as evident by the campaign's role in transforming an out-of-touch legacy bank into a true-blue challenger brand that is loved by its audiences. The campaign's steadfast adherence to telling real-life challenger stories within the festive context has not only won RHB numerous local, regional and global acclaim, it has more importantly been the bedrock on which RHB has continued to deliver impressive business growth YOY. Of all the campaigns...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands