Hong Leong banks on the future this Raya

The tradition of saving and spending wisely is lost in this age of heightened consumerism.

Many of us grew up with our elder siblings’ hand-me-downs or much too often having to opt for cheaper alternatives for the things we want. Even today, many parents prefer to save every possible cent and are hesitant when it comes to lavishing their children with trendy clothes, latest smartphones and luxury holidays.
Some even restrict their children from accessing their festive money collections by depositing it all into bank savings accounts.For these parents, they are helping their children get a head-start in life by saving.
“The tradition of saving and spending wisely is familiar for many of us, but much of its essence may have been lost in this age of heightened consumerism, especially during the festive season where people are more inclined to spend. The devotion of parents regardless of generation towards their children’s futures had inspired us at Hong Leong Bank in developing our Hari Raya campaign theme ‘Menyemai Impian’ or Sowing Dreams’. It is a demonstration of our understanding and commitment towards our customers’ financial management and wealth building opportunities, helping them to build their futures and achieve their dreams,” said Domenic Fuda, Group Managing Director and Chief Executive Officer of Hong Leong Bank Berhad.
A three-minute video by HLB on YouTube called ‘Abah Tak Bagi’ tells the story of how a young girl is taught the value of saving by her ‘cheap and stingy’ father. Much to her disdain, the young child’s requests for expensive items are met with cheaper, albeit quirky, options by her well-meaning and resourceful father.

“The main message of the campaign video is focused on the importance of instilling the value of saving for a secure tomorrow, be it education for your child, buying your first home, or even just in case of that ‘rainy day’. The story shows what parents do out of love for their children, and in this case, helping them learn to save for their own futures. This is no different from what we want for our customers by equipping them with the right financial tools to support their aspirations,” said Zalman Zainal, Chief Marketing and Communications Officer of HLB (picture).


dtc logo
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for  P. S. Thinking. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:

* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
Noelle Lim, Director, BFM Edge Education
Vigneswaran Sivalingam, Director of Operations, Teledirect of Telecommerce
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira [email protected] | 03 7726 2588
Book your spot early to avoid disappointment!

MARKETING Magazine is not responsible for the content of external sites.

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene