PROJECT RM

TitlePROJECT RM
BrandBANK SIMPANAN NASIONAL
Product / ServiceBANKING
CategoryB01. Education & Awareness
EntrantSAATCHI & SAATCHI Petaling Jaya, MALAYSIA
Entrant Company SAATCHI & SAATCHI Petaling Jaya, MALAYSIA
Advertising Agency SAATCHI & SAATCHI Petaling Jaya, MALAYSIA

Credits

Name Company Position
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
Saatchi/Saatchi Malaysia
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

The Campaign

Smoking is one of the biggest causes of premature deaths in Malaysia. Bank Simpanan Nasional wanted youths between the ages of 18 - 40 to quit smoking, as it was robbing the nation of valuable young talent. We realized youths of today love spending on material possessions. Hence, we needed to make a simple truth evident to them: They are losing money for their material possessions to cigarettes. To dramatize this, we created cigarettes made out of Malaysian currency. Branded it as RM, the acronym for our national currency, and distributed the cigarettes to youths. 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, we kept youths continuously motivated by the progress they were making towards their desired target. In just 8 months, the campaign earned more than 35,000 pledges to quit smoking. 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.

The Brief

Bank Simpanan Nasional wanted youths between the ages of 18 - 40 to quit smoking, as it was robbing the nation of valuable young talent.

Creative Execution

We went to youth hotspots around the nation with our very own promoters. They approached unsuspecting smokers and distributed our cigarette packs to them. But instead of cigarettes, youths found RM1 currency inside the pack, accompanied by inserts describing how much they could save and the cool stuff they could own if they quit smoking while they were young. We did this for a period of 3 months. 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.

We realized the youths of today love their material possessions and hedonistic lifestyle more than anything else. Hence, we made a simple truth evident to our target audience: They were losing money (which could have been used to acquire other desired possessions) to cigarettes. To dramatize this, we created cigarettes made out of Malaysian currency. Branded it RM, the acronym for our national currency, and distributed the cigarette packs to youths via product sampling.