Malaysia - Standard Chartered Bank (SCB) faced a grueling challenge last year in having to change the consumer's mindset of the limited access to ATMs and the high cost of transaction through MEPS.
Working with PHD Malaysia, SCB looked for ways to provide true value to its customers, thus it launched the Just One account allowing customers to enjoy unlimited cash access through MEPS free of charge and perform interbank GIRO transfers and bill payments through online banking at zero cost.
To launch the campaign around the account, the agency had to demonstrate the benefits in an unconventional way within a limited budget.
Both PHD Malaysia and SCB partnered with ASTRO Radio stations Hitz.FM and MIXFM to engage customers and communicate Just One Account's benefits with Hitz.FM Fugitive chosen as a platform to demonstrate the expanded coverage of cash access for SCB.
Kicking off the campaign in September 2012, the fugitive was sent all over the country with listeners trying to win the bounty for the fugitive by identifying his location.
A set of clues were given through on-air talksets and social media via Facebook, Instagram, Twitter and Foursquare.
Special privileges were accorded to SCB customers with additional clues provided to catch the Just One Fugitive.
The benefit of free online banking was brought alive through MIXFM with a call-in contest to stand a chance to win cash to pay bills. Standard Chartered Bank customers that paid through online banking won double the bill amount - rewarding customers for using SCB's online banking portal.
Timothy Johnson, head of marketing, said, "The campaign with Hitz.FM was spot on to demonstrate the immediate benefit of easy accessibility to cash for our customers."
Within two weeks of the campaign launch, #hitzfugitive trended on Twitter, making it one of the top 10 trends on Twitter in Malaysia on 12 September.
The bank also experienced more people shifting to SCB cards, recording more than 100% increase in customer acquisition.
According to Audrey Chong, general manager of PHD Malaysia, the campaign is set to run till the end of January 2013, with performance-based media buys running online to drive people to SCB's website.