The Brief

Losing relevance to the youths and urban customers, BSN Bank knew they not only had to change their 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 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.

Creative Execution

Through Facebook postings, BSN first asked Malaysians to make a wish – how could the bank could make them happy. As the wishes came in, BSN unleashed a character spokesperson, The Happy Cat (or better known as "Kucing Happy" in the local language) appeared on Facebook and YouTube videos where he engaged audience directly The Happy Cat appeared in weekly videos over 6 weeks to grant some of those wishes with a happy, quirky twist. Why The Happy Cat? To transform an old bank on social media, you can’t send a Man to do a Cat’s job.

Describe the creative solution to the brief/objective.

In Malaysia, youths and urban adults are digitally savvy and very active on social media. They usually use Facebook to vent their frustrations, sadness and anger. The landscape of late seemed to be filled with negativity. So BSN used the happy occasion 40th Anniversary to reinvigorate their image and connect with this audience there with a social media campaign that spread some happiness, positivity and laughs. By creating such feelings, BSN could build a relationship with them and the bank would be looked at in a new light.

Results

We wanted to create some engagement with the fans but we created a nationwide sensation instead. The Happy Cat gave BSN a voice on social media. Over 1.5 million Malaysians were entertained and eagerly awaited his weekly videos. By being the most talked-about bank in the online space, BSN transformed from an outdated bank into a very relevant one for the digital age. As of 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%