Marketing - interactive.com

Malaysia - In line with its pro-green initiatives, AmBank partnered with creative outfit Euro RSCG to roll-out a campaign aimed at channeling its credit card customers towards voluntary conversion to e-statements.

With a primary focus on saving paper and going green, the bank's strategy for this exercise was to get the message across to all 189 branches nationwide via physical posters for maximum reach. The challenge it faced was executing an engaging and relevant campaign whilst avoiding the excessive use of paper.

However, it managed to solve the first part of the puzzle by opting to fully utilize the large number of used posters it had accumulated over time. The second involved determining how to recycle old posters for a brand new campaign. At this point, Euro RSCG stepped in to engage the expertise of art and design college PJCAD.

Coming on board the AmBank project, the creative school assisted by hand-making the campaign posters, in which its resources and collective skills were pooled together to apply individual artwork on the reverse side of the used posters.

The newly created notices contained a clear and distinct message urging consumers to consider switching to e-statements (the email version of monthly bills) as opposed to continuing on with paper statements, in support of the financial brand's vision to preserve the environment.

A note indicating that the advertising materials were recycled was incorporated into the overall creative visuals to reinforce the bank's green drive and campaign objectives.

"With the help of our collaborators from PJCAD, this simple campaign now has the power to hit the viewer on a number of levels. Visually the hand-made designs stand out from normal poster campaigns, and the message emotionally connects with consumers," said Kit Ong, ECD, Euro RSCG Malaysia.

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