RHB overcomes MCO challenge by releasing Hari Raya TVC using only stock footage

Festive ads have long been part of Malaysian culture, an element that Malaysians eagerly await for each year. However, COVID-19 and the government issued Movement Control Order (MCO) is changing how things are done this year and shooting festive ads is essentially not possible. 

Taking this on as a challenge, RHB Bank Berhad together with FCB Malaysia has released a Raya Television Commercial (TVC) produced entirely using stock imagery and footage. 

“Given the circumstances, we could have opted out of a Raya campaign but that’s not in keeping with the RHB’s challenger brand etho,” said Group Chief Marketing Officer of RHB Group, Abdul Sani Abdul Murad. “Malaysians look forward to these films and providing inspiration in such difficult times is an important part of what we do as a brand which makes this piece is one we are really proud of because we didn’t give up – that’s fundamental in the pursuit of progress.”

The TVC is about seeing the silver lining in every situation, apt for the current situation. 

“Creating a story that’s compelling, on-brand and contextually relevant will always be a challenge,” said Chief Creative Officer of FCB Malaysia, Ong Shi Ping. Compounded with not having our usual array storytelling options available to us, due to the MCO and re-allocation of budgets, the difficulty is magnified ten-fold but he end result is a proper end to end story using only stock imagery and footage; a great testament to how adversity can be overcome with the right attitude and a lot of perseverance!” 

Credits:

Title: HIKMAH
Client: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Senior Manager, Digital Brand Management: Elaine Yap

Agency: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Account Management: Sharon Rodrigues
Creative Director: Tjer
Creative Group Head: James Voon
Copywriter: Izham Fazely
Account Executive: Alexis Au-Yong
Senior Producer: Wira Chon

Production House: Restless Productions
Executive Producer & Owner: Terrance Chua
Film Director: Ce Ding Tan

Audio Production: GT Records
Managing Director – Ram Nabil Chia
Producer – Munirah Razali
Engineer – Shaktyvel Neelamekan
Assistant Engineer – Eddy Loo
Music & Sound Design by GTR Studio

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

REGISTER NOW