Creative Execution

The team behind the BSN Happy Cat filtered through the thousands of wishes that came through Facebook, Twitter and Instagram every week. From that pool, 10 wishes were chosen to be granted that week. After choosing, we had to write the script, shoot, edit, record, create visual effects and then launch the video all in the space of 7 days. By repeating this every week throughout the campaign period, fan engagement and anticipation kept on growing. Six videos over six weeks saw many wishes granted with a Happy Cat twist and over 1.5 million viewers were entertained.

The Happy Cat gave BSN a voice on social media. By being the most talked-about bank in the online space, BSN transformed from an outdated bank into a very relevant one for the digital age. From March 2015, when the campaign commenced: - Facebook engagement increased by 500%, the highest engagement for a bank. - The fastest-growing Facebook Page in Malaysia. 313,692 Fans. The campaign also served as an opening strategy to lead in and maximise all other marketing activities: - New Savings Accounts up by 31,800% - Credit Card sign-ups up by 62% - Loan Applications up by 31%

Losing relevance to the youths and urban adults, BSN Bank knew they not only had to change their old-fashioned, conservative image but also the way they connected with this audience – a new generation of Malaysians who were digitally-savvy and active on social media, a space very new to BSN. Seeing how the online landscape at that time was full of negativity, BSN ignited a social media campaign by asking Malaysians how the bank could make them happy. As the wishes came in, BSN unleashed their spokesperson, The Happy Cat, or better known as "Kucing Happy" in the local language. The Happy Cat appeared in Facebook and YouTube videos, where he engaged fans directly by granting some of their wishes with his own cheeky interpretation of what would make them happy.