GXBank connects Malaysians with their dreams in new campaign

Malaysia's first digital bank, GXBank, is inspiring Malaysians not to sit on their dreams and turn them into reality in a new "Pocketful of dreams" campaign. 

The campaign envisions GXBank as the bank that resides in every Malaysian's pocket, easily accessible with a simple tap on a mobile device. 

A short film was released as part of the campaign following a father named Mohsin who struggles to keep his toy store afloat. His son, Adi, is a student and an aspiring illustrator. 

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One day, a character drawing by Mohsin came to life and runs around the toy store. Mohsin follows the drawing into Adi's room and finds a University acceptance letter in his drawer. 

Mohsin later sells his toy store and gifts the money to Adi, saying that it's Adi's turn to achieve his dreams. 

The film ends with Adi and Mohsin opening a toy store together years later. 

"Many Malaysians remain underserved by traditional banking, limiting opportunities to pursue their goals and ambitions," said Yeap Yan Han, head of marketing at GXBank. 

"At GXBank, driving economic empowerment and progress for every Malaysian is at the core of what we do. Through the use of technology and data, we can make financial services accessible and affordable to everyone and drive positive financial behaviour in everyday moments. Ultimately, with money finally on your side, we hope to inspire Malaysians to take their first step towards their dreams." 

"Pocketful of dreams" was created in collaboration with VaynerMedia. The campaign marks the beginning of a dynamic multimedia rollout spanning social media, digital platforms, out-of-home and radio. 

"At VaynerMedia, everything we do is consumer-first and that's what GXBank is all about - putting Malaysians' needs first. We believe in the transformative power of dreams and the pivotal role banking plays in making them a reality," said JY Lay, group creative director at VaynerMedia APAC. 

"Starting with our brand film to our always-on engagement on social media and multiple marketing touchpoints - everything focuses on Malaysians realising their dreams." 

GXBank first launched its services and app in Malaysia in December 2023. In addition to launching the app, GXBank also rolled out its debit card, GX Card. 

The GX Card is a partnership between GXBank and Mastercard and will offer unlimited 1% cashback for every online and offline spend on the card. It also offers zero markups or fees on foreign transactions. 

Additionally, GX Card will offer a RM1 fee waiver when used at MEPS ATM nationwide. Users who spend at Jaya Grocer will also receive 1.5x GrabReward points. 

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