Agency: Geometry Malaysia

Summary Statement

Malaysians, especially the majority Malays used cash as their preferred mode of payment for their everyday transactions. CIMB wanted these audiences to migrate to Debit Cards instead. But how could we get these audiences to adopt debit cards for daily usage? CIMB used the country's favourite expression of every day life in Malaysia: COMEDY.

Anchoring on this, the campaign began by coining of a new phrase; #DEBITJER. We brought it to life through the nation's biggest names in comedy, created branded content that made #DEBITJER a part of every day conversation, directly impacting our audiences.

Strategy

In 2017, Bank Negara Malaysia (BNM) drove the move towards cashless transactions. But with most banks mainly advocating credit cards, Malaysians, in particular the Malays, were not aware that a debit card could also be used as a mode of payment. CIMB understood this problem and decided to focus on advocating debit cards to these audiences.