RHB Bank and Star Media Group are renewing their support for small and medium-sized enterprises (SMEs) with the second instalment of the #JomSapot BeliLokal initiative. This creative endeavour showcases the multifaceted Malaysian actress, fashion icon, TV host, and entrepreneur, Sazzy Falak.
RHB’s creative agency, FCB SHOUT, employs AI and machine learning technology to digitally include Falak in ads, promoting various local merchants. This campaign leverages Falak’s celebrity status to help small business owners gain visibility who otherwise may not have had the resources to conduct significant marketing campaigns.
Abdul Sani Abdul Murad, Group Chief Marketing Officer of RHB Group, articulated the purpose of the campaign, stating, “With the #JomSapot BeliLokal campaign, small business owners can have one of Malaysia’s biggest stars promoting their brand in a customized ad… without even spending a single cent and more than 5 minutes of their time.”
An innovative aspect of these ads is their geographic contextualisation, permitting Sazzy Falak to address viewers based on their location while viewing the ad. The campaign extends across multiple platforms including film, digital, social, print and radio assets.
RHB’s #JomSapot BeliLokal initiative also offers a unique platform for SMEs to crowdsource support from RHB debit and credit cardholders. Falak, in the campaign film, shares her entrepreneurial journey and encourages the locals to support the myriad businesses featured on the #JomSapot BeliLokal website and earn rewards while using an RHB credit card.
While the campaign was initially launched to assist Malaysian businesses during the pandemic, it continues to offer much-needed support, particularly to smaller entities. James Voon, Associate Creative Director of FCB SHOUT, highlights that the campaign seeks to direct consumers to local businesses, aiding the SME sector while rewarding customers.
This initiative arrives following Malaysia’s Security Commission’s (SC) appeal for further actions to establish Malaysia as a startup hub, despite the positive developments in the startup industry. According to the SC’s chairman, Awang Adek Hussin, further investment in the start-up ecosystem is crucial to positioning Malaysia as a vibrant start-up hub.
This news is based on a report by Marketing Interactive.