|Brand||BANK SIMPANAN NASIONAL|
|Product / Service||BANKING|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||SAATCHI & SAATCHI Petaling Jaya, MALAYSIA|
|Entrant Company||SAATCHI & SAATCHI Petaling Jaya, MALAYSIA|
|Advertising Agency||SAATCHI & SAATCHI Petaling Jaya, MALAYSIA|
|Sathi Anand||Saatchi/Saatchi Malaysia||Executive Creative Director|
|Sathi Anand||Saatchi/Saatchi Malaysia||Copywriter|
|Lim Seng Seong||Saatchi/Saatchi Malaysia||Art Director|
|Lim Seng Seong||Saatchi/Saatchi Malaysia||Designer|
|Mindy Lim||Saatchi/Saatchi Malaysia||Copywriter|
|Nicholas Soh||Saatchi/Saatchi Malaysia||Designer|
|Chia Kia Kiat||Saatchi/Saatchi Malaysia||Illustrator|
|Adrian Sng||Saatchi/Saatchi Malaysia||General Manager|
|Gavin Teoh||Saatchi/Saatchi Malaysia||Associate Account Director|
|Chin Yien Yien||Saatchi/Saatchi Malaysia||Senior Account Executive|
|Fara Ghazali||Saatchi/Saatchi Malaysia||Agency Producer|
|Paramjit Kaur||Saatchi/Saatchi Malaysia||Production Manager|
|Elle Chang||Saatchi/Saatchi Malaysia||Production Executive|
|Mohd Faris Abu Bakar||Saatchi/Saatchi Malaysia||Researcher|
|Sivagamy||Glassfin Sdn. Bhd.||Post/Production Producer|
|Jimmy Tan||Fuse Asia Sdn. Bhd.||Audio Producer|
|Lv Chong||Monster Interactive Sdn. Bhd.||Project Director|
|Francesca Koh||Threesixty Photography||Print Producer|
Smoking is one of the biggest causes of premature deaths in Malaysia. The most worrying fact is Malaysian youths aged 18-40, who are the pulse of the nation, make up the highest number of smokers in the country. Bank Simpanan Nasional wanted youths to quit smoking, as it was robbing the nation of valuable young talent. We realized the youths of today love their material possessions and hedonistic lifestyle more than anything else. We wanted to make a simple truth evident to our target audience: They are losing money (which could have been used to acquire desired possessions) to cigarettes.
We made a simple truth evident to our target audience. We reminded them that they were literally burning money and at the same time, presented a compelling proposition so that they can further indulge in their hedonistic lifestyle. Bank Simpanan Nasional, a very traditional bank reached out and connected with youths through a campaign that had their interest at heart. The bank made youths reconsider their unhealthy habit and started them on the habit of saving.
To dramatize this, we created cigarettes made out of Malaysian currency. We branded it RM, the acronym for our national currency, and distributed the cigarette packs to youths via product sampling. Inside the cigarette packs, youths also discovered inserts describing how much they could save and the cool things they could own if they gave up smoking. To further motivate the cigarette-free lifestyle, we created a microsite with material targets. Here, youths were continuously motivated by the progress they were making towards their desired target, with the money saved from cigarettes.
In just 8 months, the campaign earned more than 35,000 pledges to quit smoking. And the numbers are increasing every day. We engaged youths with a relevant idea that helped them decide against smoking. This, we believe, could reduce the number of premature deaths caused by critical illnesses associated with smoking. Plus, we also started the youths on the habit of saving.