CIMB Group, a 100-year-old Malaysian bank is ranked as the fifth largest banking group by assets in ASEAN. While they are growing their reputation in the region, they have lost relevance with the middle-class Malaysians at home.
KITA BAGI JADI: A National Movement Empowering Malaysians to Make It Happen
From strategy to storytelling, we helped shaped 'Kita Bagi Jadi' into a nationwide movement that ignited Malaysian ambition.
Client
- CIMB
Office
- Malaysia
“We want to strike a chord among the people around us with the Kita Bagi Jadi movement. CIMB calls upon Malaysians to be the best versions of themselves, to unleash their potential, give power to dreams and embrace their ambitions with grit, hard work and resilience - make it happen
Toni Darusman
Group Chief Brand and Marketing Officer, CIMB Malaysia
Malaysia’s economic uncertainties made people feel less hopeful about life and their dreams. That’s bad for business.
On top of that, there’s no bigger challenge than the fact that nobody wants to think about banks, except for when they want something from a bank.
CIMB decided to own who they are, a bank, an entity that you only think of when you want something to happen.
We launched a nationwide campaign called Kita Bagi Jadi (Make It Happen) that celebrates Malaysians’ never-give-up spirit, featuring personalities who are known for their grit and persistence to make things happen.
The KBJ campaign’s overall performance across all platforms reached a total achieved of:
- 269M – Total Impressions Across All Digital Buys
- 43M – Video Views Across All Digital Platforms
- 46M – Total Engagements Across All Digital Platforms
- 19M – Total Clicks Across All Digital Platforms
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Awards
KANCIL AWARDS 2024
Film Direction: Single
Merit
KANCIL AWARDS 2024
Production Design/Art Direction: Single
Merit
KANCIL AWARDS 2024
Music in Film Content
Merit
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