AKPK partners with MullenLowe to better engage with the younger generation

(marketingmagazine.com.my) – In conjunction with its 10th year Anniversary, AKPK, the household name in Financial Education and Debt Management aspired to drive a stronger brand presence among Malaysians, especially the younger generation.

In line with its strategic-organisation wide transformation, AKPK was looking to move from its current financial education focus, into the financial planning and handholding space. To spearhead this initiative they reached out to MullenLowe.

“The business challenge of warming up Malaysians, especially the younger generation to the idea of seeking everyday financial planning and handholding in itself was something we all were excited about. Compounded by the fact that it required us to change the collective perception of AKPK from a pure ‘debt rescuer’ to a ‘debt protector’ made it worth a while.”

“We at MullenLowe feel extremely privileged to be chosen by a National agency of such repute on a noble mission of helping our future generations live a debt free life,” shared Mazuin Zin, Managing Director, MullenLowe Malaysia.

The Integrated brand re-stage campaign saw a total transformation in their entire customer engagement approach, starting with a ‘DIY Self Help’ portal that effectively engaged today’s mobile-first generation.

The website which carried humorous and engaging content answered every day practical financial advice such as how to choose home loans, car loan, Insurance, credit cards and more.

The self-help website effectively connected the enquirers to know more by booking a free AKPK Counselling session at their nationwide centres.

A witty online campaign aptly titled ‘Kau Ada’ teased young Malaysians eager to buy lifestyle which they might not be able to sustain in the long run. These videos teased the viewers into self-realization of being financial prudent at every stage of the life.

This ongoing campaign which kicked-off in April 2016, was driven primarily by the strength of social sharing. According to the agency the ‘Kau Ada’ videos were widely shared on both Facebook and YouTube.

The results of the campaign also translated offline, with AKPK centres seeing an increase in request for one on one financial handholding sessions among younger households.