How VaynerMedia Turned Everyday Banking into a Pocketful of Dreams
GXBank’s latest campaign with VaynerMedia seeks to inspire Malaysians to pursue their dreams by making banking more accessible and empowering.
With GXBank's consumer-first approach and innovative features like quick account opening and daily interest savings, the campaign aims to ignite hope and possibility, positioning the digital bank as a partner in Malaysians' journey towards realising their aspirations.
Through the creative platform "A Pocketful of Dreams," the campaign envisions GXBank as a facilitator of dreams, transcending physical barriers and enabling users to take their first step towards achieving their goals anytime, anywhere.
Speaking with LBB, VaynerMedia group creative director JY Lay delves into the campaign, discussing how their shared mission of consumer-centricity drove the narrative, leveraging storytelling to inspire Malaysians towards financial empowerment and dream realisation.
LBB> What inspired GXBank and VaynerMedia to collaborate on this heartwarming campaign, and how does it align with both entities' missions and values?
JY> It was evident from the start that both GXBank and VaynerMedia shared the same vision and consumer-up approach.
Where GXBank wanted to elevate financial literacy and assist Malaysians in achieving their dreams, their offerings were developed because they listened to consumers and identified a gap in banking for the underserved. Likewise, at VaynerMedia, we listen to consumers, build cohorts around them, and utilise our organic Social Media Ads model to mine insights that drive our creative output.
LBB> How does the #SepoketImpian campaign leverage storytelling and consumer-centric messaging to resonate with Malaysians and inspire them to pursue their dreams?
JY> We chose to set the story in smaller towns where our primary audiences are based. The lack of opportunities and facilities makes banking difficult for them, and the concept of saving is often neglected.
The narrative follows a father-son duo who initially hesitate and make sacrifices to avoid financial burdens on each other. Enter GXBank and the ‘Johan’ character, a personification of GXBank –– their user-friendly interface, tools, and accessibility, dreams are now within reach and fit within your pocket… leading to the idea of #SepoketImpian, or A Pocketful of Dreams. Fast forward, we witness both protagonists’ destinies transformed, where the father's dream is realised through his son's aspirations.
LBB> Can you elaborate on the creative concept of "A Pocketful of Dreams" and how it is brought to life across various marketing touchpoints, including the brand film and social media engagement?
JY> The idea was rooted in GXBank’s intent – to serve the underbanked, educate a new generation of Malaysians about financial literacy, and inspire them that every big dream has humble beginnings. This wasn’t just a promise, but also a product feature – GXBank offers special ‘Savings Pockets’ accounts with highly attractive interest rates. More importantly, you can tailor-make it to your specific ambition – your 'pocketful of dreams'.
Because dreams are subjective to individuals, and GXBank was new to the marketplace, we had to be nuanced and topical in our communication. While ATL focused mostly on the brand message, the other touch points were intended to constantly educate, inspire, and gain insights through social media every day with every Malaysian. So we’re on a journey together with Malaysians to listen, learn, and provide GXBank with better ways to serve them. VaynerMedia calls this the Social-Informed Campaign approach.
LBB> How has the response been to the #SepoketImpian campaign since its launch, and what metrics or feedback are being used to measure its success?
JY> The campaign's brand film, #SepoketImpian, has been live for less than a month, so it's too early to compile numbers. However, leading up to its launch, we seeded the idea of Pocket Dreams for months through our organic Social Media Ads model, releasing hundreds of pieces of social organic content to spark conversations about financial literacy and methods for saving towards their dreams.
After the initial launch in December last year, growth had plateaued, and the #SepoketImpian campaign led to more than doubling new-to-bank monthly acquisitions, with sustained growth through April. Most importantly, our consumer-centric approach drove transformative outcomes for GXBank, fostering affinity and brand strength in a culturally relevant way.
