5 brands in Malaysia that aced in brand awareness

Channel fragmentation and increasing media options provide consumers with an abundance of choices, but they present a hurdle for marketers that rely on traditional mass-reach channels to increase brand awareness.

And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report said building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.

Building brand awareness can be challenging at times in this cluttered marketing landscape. To find out how what constitutes a successful brand awareness campaign, A+M turned to its Marketing Excellence Awards Malaysia 2022 results for five of the best brand awareness marketing campaigns. Here's how the brands did it!

1. Alliance Bank Malaysia

The onset of the COVID-19 pandemic left businesses all over the world grappling with finding a new way to operate and Alliance Bank Malaysia was no exception. Recognising that the old methods of customer acquisition and retention would be a lot less effective as face-to-face meetings and interactions were curbed. It quickly realised this would greatly impact the way its business was being run, and change the way its customers interacted with them.

As it has been said many times before the pandemic accelerated already emerging trends in many industries. Fortunately for Alliance Bank it already had a multi-year digital customer onboarding product known as eKnow Your Customer (e-KYC) nearing completion in 2020. The innovative solution seeks to revolutionise banking at the account opening stage and enables personal and business banking customers to open an account with the bank remotely using their mobile phone without the need to visit a bank branch to complete the process.

However, as Alliance Bank prepared to roll out e-KYC so did its competitors. Hence, the challenge for the bank turned into standing out and gaining more market share when it rolled out e-KYC and attracting new customers who would be among the first to experience a fully-digital banking journey without ever visiting a physical bank branch.

Its key objectives were not only to acquire new customers for consumer banking but also to increase its market share for business banking while boosting usage and engagement among existing customers to increase stickiness – which represents a challenge for banking products in general.

Alliance Bank realised it had a chance to be in every mobile phone and every pocket in Malaysia. With a mobile phone ownership rate of more than 100% (as some Malaysians own more than one phone), it had a chance to set up a bank in the pockets of almost 32 million individuals.

Strategically, it was one of the first banks to launch the e-KYC/e-customer account opening solution. It centred its campaign around its core mission statement - Building Alliances to Improve Lives - to keep the brand awareness laser-focused and cut through pandemic-related conversations and lingering uncertainties.

Even though its business and consumer banking customers have different lifestyles and motivations they are all broadly digitally literate, open to new experiences and as the pandemic raged on had already adopted a digital-first mindset from cashless transactions to e-document signatures.

From a product strategy perspective, it offered two solutions to its consumer banking customers via its allianceonline mobile banking app. Firstly, remote account opening and registration. New customers could instantly and securely open a high-yield savings account, apply for a credit card or a personal loan from their mobile phone. Secondly, contactless payments with DuitNow QR. With just a swipe, customers could pay for purchases instantly – all without typing in their usernames or password and logging in.

Business banking customers have similar features via its BizSmart Mobile and BizSmart eTrade apps. With the addition of creating, reviewing and approving e-Bankers acceptance and e-trade receipts via their mobile device. This entire process previously required a visit to the bank. Plus scheduling, reviewing and approving bulk payments to multiple recipients and suppliers at one go from its mobile app.

To create brand awareness and snap a bulky size of the market six different campaign waves were created, adopting different campaign creatives, mechanics and rewards for each wave, but all based on the underlying idea of  “The Bank in Your Pocket”.

Alliance Bank's campaign execution strategy was based on offering the right solution at the right time and enabling customers to conduct all banking transactions using a mobile phone app without leaving home. This would not only allay the fears of individuals who preferred to stay at home as a safety precaution, but also enable it to reach out to a whole segment of new customers that were previously unreachable.

Prior to its go-to-market strategy and rollout plan announcements, it created targeted pools of early adopters through employees of the bank’s business partners. These mini-advocates helped to publicise the launch early via word-of-mouth advertising among their own social circles. As these early adopters were mostly employees of reputable corporations in the financial industry, their recommendations were credible, helping to kick-start its campaign.

The creative execution launch plan involved using attractive visuals for the headline of “The Bank in Your Pocket”, such as images of a phone showing its mobile app sliding out of the pocket of a person’s jeans or being held by a businessman while working from home. This reinforced the notion it had shrunk an entire bank to fit in your pocket using the mobile app. The campaign visuals featured prominently on its website, digital ads, social media content, static billboards and digital out-of-home advertising.

It also released a campaign video featuring a child actor and a senior talent to demonstrate how easy it was to use “The Bank in Your Pocket”. The video showed the application for three products (savings account, credit card and personal loan) via one app. This helped boost the credibility of its claim and appeal to its target mass population audience aged 35 years and above, including retirees in the entry-level affluent to real affluent segments.

The acquisition campaign, which represented the second phase of its execution plan and involved multiple waves, was rolled out two weeks after the initial awareness campaign. Using AB testing, Alliance Bank used visuals with vibrant colours to generate excitement for the new digital journey. For its acquisition campaigns, it needed to ensure users had a “reason to download” using irresistible offers such as bundled promotions to drive multi-product sign-ups. The bank quickly discovered that cash giveaways were the most effective promotions, which it maintained in subsequent waves.

The launch of Alliance Bank's first-ever mobile app-driven campaign was a resounding success user retention among existing-to-bank customers, which is an indicator of customer satisfaction. The app also saw healthy growth and retention rates that were reflected in the increase in the number of transactions and the impressive number of new accounts opened is attributed to the simplicity of the application process using the app. Both its digital mobile banking solutions for business and consumer banking customers were recognised globally by digital innovation bodies and the bank snapped up awards in Malaysia and around the world.

2. JobStreet

It is not often that people consider changing jobs during a holiday. Yet paradoxically, Hari Raya in Malaysia is a time when people spend and show off the most with their material goods. Jobstreet's Raya 2022 paling #ootw (out-of-this-world) campaign aimed to encourage young Malaysians to explore their full potential with a job they truly love with JobStreet during Raya.

Its approach stemmed from understanding a long-dreaded issue among young Malaysians, financial problems. This gave Jobstreet an opportunity to use a Raya campaign typically during a time when people usually spend and flex the most with their material goods, to add a new category of aspiration - a new career.

The aim was to drive awareness for JobStreet as the best choice to seek new career opportunities, by driving sign-ups for both potential candidates and hirers, ensuring that when people think of exploring their potential, they think of JobStreet.

The company brought its campaign to life through the digital realm, where young Malaysians are already present and engaged in lifestyle aspirations. Allowing JobStreet to reinforce the message that a new career enables them to have out-of-this-world experiences and all that they dream and desire.

It kicked off with a festive short film, telling a story of a young man who is unhappy at his current job, piled up with work, and a low-paying salary. With Raya around the corner, he was however unsure if he would be able to return home for the festive celebration with his loved ones. While scrolling through JobStreet, he discovered a job that he was truly interested in, one that enabled him to explore his full potential and allow him to get everything that he desired for himself and loved ones this Raya season. The two and half minutes inspiring short film was aired on YouTube and shared on JobStreet Facebook page.

Programmatic video targeting was used effectively. In knowing where young people go to find material goods for their #flex and #hustle, JobStreet's video was also present on fashion and tech sites, serving as a reminder that to get what you want, you first need to explore your full potential with JobStreet.

It also engaged four key influencers to further amplify its message, that Raya is not just about having new material goods but having a better career before having all that you want and desire. For the campaign period, it flooded social media across Facebook and Twitter. Organic and paid postings were used to help drive awareness for the brand and amplify its message. Through the right selection and targeted touchpoints, it reminded its audience to first take a step back and find the most effective solution that can improve their source of income for all things they desire.

Within the short timeframe of the campaign, Jobstreet's results were unprecedented, proving that these young generations were indeed leveraging on JobStreet to explore their full potential.

3. Matrix Concepts Holdings

Matrix Concepts Holdings is a widely known property developer, generating a large number of leads daily. However, it encountered a tricky problem. Its audience noticed the brand, but being known may not guarantee conversions. To change this Matrix decided to increase brand relevance in a cluttered market during a period of lack of motivation and depression due to the pandemic.

Matrix wanted to connect with its audience in a meaningful way as people believe and invest in brands that they feel connected to. After all, this is not just another product in the market, but a home you will be committed to for a long time, if not the rest of your life.

The Metaraya Matrix campaign was executed in conjunction with Hari Raya Aidilfitri 2022. Matrix combined the power of tradition and innovation that revolves around a first-of-its-kind musical Raya video called Metaraya Matrix.

The warmth, culture, and traditions of Raya are still preserved and practised up to this day. Straying away from the conventional Raya videos, Matrix's forward-thinking video was the first of its kind alerting people to the ever-developing technology surrounding our space. It decided to embark on this approach, to solidify its client’s position, Matrix - as the forefront of embracing the new norms - without forgetting its roots. 

Everything in the video was meticulously thought out including the nostalgic lyrics and intricate choreography. The star-studded lineup to work on this massive project included some of the best talents in the music, fashion, creative, and entertainment industries. Matrix's main actress was none other than 27-year-old Malaysian celebrity, Janna Nick who was transformed into a grandmother and played the role of "nenek". Leading the headlines also included the award-winning Malaysian music producer, Keon Chia, who created the Raya-themed song "Metaraya Matrix". The song was skillfully planned out, modern but with a traditional twist and a chorus that could go along with TikTok dance trends.

The song was coupled with dance moves sequenced and arranged by celebrity choreographers, Aric Ho and Ariel Chew of Mob Performing Academy. Matrix made sure that the choreography allowed both dancers and non-dancers of all ages to pick up the dance moves. Next, Malaysia’s renowned fashion designer/stylist, Abu Shaef Hamza designed the custom-made traditional outfits with a futuristic touch for all main cast members.

Celebrity makeup artist Sharhim Khan brought life into Janna’s character as "nenek". Malaysian session stylist David Shaw also crafted a futuristic hairstyle masterpiece worn by Janna in the musical. Finally, the ideation and execution of "Metaraya Matrix" was made possible by the team led by director and producer, Asher Yeap.

To generate higher engagement, Matrix organised a giveaway on Facebook, Instagram and TikTok with different mechanics. On Facebook, it utilised Gleam - where users completed various online tasks to collect points. This grew the brand's social pages, brand presence and credibility.

On Instagram and TikTok, participants posted videos of themselves singing along or dancing to the Metaraya Matrix song. It gave out limited edition gift boxes. Winners of the giveaway received a unique Metaraya Matrix gift box which included limited edition Raya packets and Touch 'n Go cards that were specially designed by its talented team of senior designers.

Overall the campaign gnarred 3.7 million video views an 83% increase from its initial KPI, that's a whopping 11% of the Malaysian population or one in ten people. The brand gained over 4,000 new followers, and 24K total page views. In terms of Facebook Community, this placed Matrix Concepts as the top six property developers with the most number of page likes.

Another metric that it used to gauge the effectiveness of the campaign involved the turn-up rates in the on-ground event itself. Matrix recorded 963 RSVPs to the Metaraya Matrix event and almost 3,000 attendees. This exemplifies brand impact through both digital and on-ground channels. In the weeks of the campaign, the company generated more than 200 leads through its digital campaigns as well as active in the follow-up process.

4. Open University Malaysia

COVID-19 has had a significant impact on the education landscape of Malaysia, accelerating the digitisation of higher education. As a result, online learning has become the new norm for everyone including working adults. This has attracted a few big conventional universities to enter the working adults market which was traditionally dominated by Open University Malaysia (OUM) and public universities. Most of the new players are promoting flexibility as their key selling point to attract working adults. Flexibility has been the key attraction to OUM. In a marketing survey done among OUM’s new students last year, 64.2% of 587 respondents said they chose OUM because of its flexibility 

With new players entering the market OUM decided to launch a campaign around OUM’s main unique selling proposition which is Flexibility. Using flexibility as a campaign anchor, it broke down the flexibility into five components. 

Flexible study mode - 64.2% of new students said they chose OUM because of its flexibility. OUM decided to use flexibility as its key campaign message.

Flexible Entry to graduate faster using working experience through the accreditation of prior experiential Learning (APEL) Working adults can graduate faster using APEL. Out 15.7 million people in the Malaysian workforce, only 32% have tertiary education OUM wanted to promote APEL as a way for working adults to use their experience and graduate faster.

OUM’s flexible assessment method allows students to be assessed on a combination of methods. It wanted to promote OUM’s assessment which can be done remotely from the comfort of their home as well as flexible financing. Meanwhile, 38.8% of respondents said OUM has affordable fees, many students postpone their decision to study because of commitments.

Finally, a flexible physical study location. While more students are opting for fully online study mode, 37.6% of the respondents said they prefer OUM because there is a learning centre near their house.

OUM's media strategy focused mainly on online channels with the exception of one traditional media buy. With the help of a third-party technology company, OUM created multidimensional content on Free Malaysia Today. The multidimensional content highlighted all five components of flexibility offered by OUM. To drive traffic to the multidimensional content, it worked closely with the FMT social media team. Using organic and paid postings, it managed to reach 20,000 unique visitors to the multidimensional content.

It also worked with higher education portal Afterschool to create an article promoting its flexible campaign to be published on FMT. To complement its digital content strategy, OUM placed an advertorial in The Star's higher education supplement. The article was targeted at working adults with a diploma who can go directly to a Master's programme with their working experience using APEL.

The campaign helped OUM achieve its objective to position itself as a truly flexible university for working adults. While the new student marketing survey has not been concluded, it measured the campaign success from the leads it collected. In total OUM collected 2,000 leads from its campaign and converted about 3% of the students.

5. RHB Banking Group

After successfully weathering the turmoil of COVID-19, RHB Banking Group looked forward to a period of renewed growth. However, the post-pandemic era would bring with it a new challenge that carried far-reaching and long-term implications.

As a bank governed by major Malaysian institutional stakeholders, RHB has always maintained a strong sustainability framework, especially in the areas of community development and environment sustainability. In fact, it is ahead in adapting its business portfolio to meet rising external stakeholder demand for greater ESG compliance.

Sensing an opportunity to lead the way in sustainability marketing, RHB decided that it was time to show how serious it was in making sustainable progress happen for everyone.

RHB wanted to engage and build brand rapport with audiences via the subjects of community development and environmental sustainability - whilst remaining believable! With heightened consumer sentiment on how brands have utilised sustainability in marketing sparking a massive cry against overpromising and greenwashing, RHB needed to carefully navigate its role within the narrative.

RHB’s consistency of purpose was the key to audience believability. Determined to stay away from the glut of gimmicks that are rife in sustainability communication, RHB found inspiration from its own purpose to deliver an authentic approach to sustainability marketing.

Despite this new challenge, RHB had at its disposal a long-established brand idea platform that would allow it to engage in sensitive narratives without coming across as being too preachy and too insincere - its long-running Malaysian challengers stories.

Its strategy was to showcase the transformative effects made possible by the efforts of ordinary Malaysians in championing sustainable progress. Instead of trumpeting its own ESG successes, RHB decided to instead honour the success of the people. This strategy required a specific narrative focus to be contextual whilst at the same time remaining consistent with RHB’s brand personality as the people's champion and its brand purpose of "Making Progress Happen for Everyone".

RHB showcased a series of purpose stories on YouTube and social media of people who found their calling within the areas of community development and environmental sustainability that would inspire the nation towards greater progress in these areas.

"People, Purpose and Progress" was built around the key festive occasions of Deepavali, Chinese New Year and Hari Raya as RHB's insight has shown that audiences are more optimistic and receptive during these times. Hence, this was the perfect mindset for inspiring greater appreciation for RHB’s sustainable progress initiatives. Creating three separate films aired on Facebook and YouTube, these assets were also featured prominently on RHB's Twitter and Instagram. The bank also used the assets from the campaign to create bespoke content that was relevant to the themes.

RHB’s efforts went beyond just the stories it told for the bank worked to deliver on its promise of helping societies progress. That included the bank’s delivery of essential medical equipment including ICU ventilators to two COVID-19 treatment centres, a series of beach clean up activities at Malaysia’s coastal towns, and a collaboration with BookXcess that provided underprivileged school children with access to over 3,000 books.

RHB’s seamless transition to sustainability-centric brand building paid off handsomely with "People, Purpose and Progress" delivering fantastic year-on-year growth across a host of KPIs. Both brand awareness scores went up, with unaided awareness rising 10%. RHB’s four brand equity scores all increased with significant spikes to consideration and preference scores, and the bank’s sustainability scores spiked to new highs when it came to satisfying the sustainability needs of external stakeholders.

With a combined total of over 18 million digital engagements, "People, Purpose and Progress" won the hearts of audiences around the world, making RHB the most followed Malaysian financial brand on social media.