Digitally transforming banking in Malaysia
Kenanga Investment Bank Berhad was looking to enlist an agency who is swift and prompt with an understanding of the industry as well as markets. The agency must be able to position the business in the forefront through traditional media while also juggling the numerous divisions within Kenanga and their activations and campaigns throughout the year. Kenanga also tasked its agency to craft compelling stories and angles that were educational for the younger audiences. The principal aim is to enable its audience to grasp a better understanding of financial investments in an effort to play a part in bridging financial literacy, which is in line with the Malaysian National Strategy for Financial Literacy 2019 – 2023.
We took a campaign-based approach where we broke down each division and plotted them according to quarters of the year. Each campaign that was planned was in accordance to new product launches, internal campaign push, and in line with the Malaysian financial calendar. Each campaign was approximately 1-3 months long which involved media interviews, dissemination of press releases and Byline articles. Aside from financial focused pieces, we also conducted some lifestyle and profiling pieces for company spokespersons to improve their presence in the industry.
In 2020, when the pandemic hit, the traditional approach was quickly pivoted to a digital approach whereby Kenanga’s spokespersons were positoned through webinars and fireside chats. This initiative was in-line with Kenanga’s plans towards becoming one of Malaysia’s Digitally Transformed Investment Banks.
The two-year retainer garnered a total of 3,400 coverage across print, online, and broadcast totaling to a PR Value of RM6.1million.
