APPIES Malaysia 2016 Campaign Spotlight – The Cat that stole our judges' heart

Kucing Happy

( – This week we shine the spotlight on the cat who not only stole the hearts of the Malaysian online users but also our APPIES judges.

Winning the Gold award under the consumer services category is the campaign, ‘Kucing Happy – How a conventional bank made itself relevant in the age of social media’ by BSN Corporate and its agency Fishermen Integrated.

Kuching happy In article

Slow to embrace digital, BSN Bank needed to re-introduce themselves to a younger audience on social media.

Taking social media engagement to the next level, the brand and its agency, created Kucing Happy – a cat who talked his way into the hearts of Malaysians by asking them to wish for something that would make them happy.

Over 6 webisodes, Kucing Happy filtered through over 50,000 wishes and granted some of them with his own interpretation of what would make them happy.

During the agency’s presentation, a question came from the audience if the brand would introduce Kucing Happy as the Bank’s official mascot. The answer to that question was a mysterious “Wait and see”.

We are definitely keeping an eye out to see what other innovative campaigns BSN will come out with next.

View the campaign’s video presentation below, or on our YouTube page:

Agency – Fishermen Integrated

Adam Miranda, Executive Creative Director
Andrew Tan, Creative Director
Ahmad Nazmi, Senior Copywriter
Nicholas Francis, Social Media Executive

Client- BSN Corporate

Puspa Marina Binti Dato’ Haji Omar SVP, Head Strategic Communications
Aizurra Mellissa Mohamed Muzammil, Manager, Brand Communications, Strategic Communications Department
Khidayah Binti Othman, Senior Executive, Brand Communications, Strategic Communications Department
Siti Fatin Naquiah Shaik Mohamed Executive, Brand Communication, Strategic Communications Department


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