I've did a little research on both the company and NPO to get a better understanding on their visions, values and many more. Here is some of the information I found:
Maybank
- established in 1960 (operated on Sep 12 in KL)
- provide wide range of financing/ banking services
- Mission: provide the best for customer in terms of financing such as terms & prices
- Vision: advancing Asia's ambition with you
- Core values: T.I.G.E.R (teamwork, integrity, growth, excellence, relationship)
Badan Warisan Malaysia
- raise awareness of heritage issues and advocate for conservative-friendly environment
- promote education of heritage and identity
- conservation and preservation of historical places
- involved in cultural heritage tourism
- achieve financial stability
- slogan: educate, enrich, empower
From my research, I think I am able to identified the needs for both parties. Maybank requires customers to use their financial banking services, while BWM would like to raise awareness on Malaysia heritage. Therefore, I think that for the collaboration to work we need think of how this advertising campaign gonna benefit both parties.
I have also did some research on their previous campaign run by both parties
1. Maybank
- Advertisement
Majority of the advertisement that we found is in the form of posters and video.
QRPay
I realized that they like to experiment with typography in their posters. Example, to promote their 31% off offer they use different type of foods for the 3 and the 1 is the QR pay phone. This makes the poster much more visually appealing.
ATM Easy Access
Besides, they also have posters which focus on their visual to communicate. For example, the posters depict an atm machine in the forest to symbolizes how maybank have easy access atm machine all over Malaysia. The forest is a symbolism of Malaysia since it's famous for its rain forest.
This is a video advertisement to promote that you can now use QR pay in mamak stores to eat nasi kandar and many more. Here is a few things I realized that make this advertisement interesting.
1. The setting/culture - In the advertisement it depicts a mamak store which every Malaysian know, and that makes the ad much more relatable to us.
2. Song/ Dance - Catchy song and dance that get us hooked watching the ad. The song and dances mixed hip hop with traditional so it show off the culture of Malaysia, while staying in trend.
3. Campaign name - The campaign name is attractive because of its combination with pop culture such as the Marvel Movie Black Panther phrase "Wakanda Forever".
- Maybank Foundation
Maybank Foundation is a side organization by Maybank. Their objective is to create positive, long-term impact in communities in the markets where Maybank operates. One of their fundings that caught my attention is "Art and Culture". However, most of their campaign are more focus on art. (Do, Pillars and Culture, 2020)
(Maybank pays tribute to the art of 'Batik' | New Straits Times, 2020)
2. Badan Warisan Malaysia
- New Age Heritage
It's a collaboration between ARTS-Ed and BWM that created The Heritage of Penang Project (HIP). The objective of the project is to teach the younger generation the effects their decisions have on the things they value through the tour. “We’re planting seeds, to make them appreciate and value the past, so they can make their own decisions in the future,”
- This KUL city
A multi-dimension program that focus on cultural mapping, youth engagement and historical documentation. Tons of activity such as discovery walks and photo competition were organised to tells the story of Kuala Lumpur.(THIS KUL CITY – BADAN WARISAN MALAYSIA, 2020)
There isn't many previous campaign by the NGO, so we were kind of struggling a little bit. However, I did research about other successful campaign done by other companies to see which direction we could go with our advertising campaign. Such as UNICEF & Target co-branding campaign called Kid Power, which encourage kid to stay fit, while contributing on helping underprivileged children around the world. (Bernazzani, 2020)
citations
NST Online. 2020.Maybank Pays Tribute To The Art Of 'Batik' | New Straits Times. [online] Available at: <https://www.nst.com.my/news/nation/2019/11/540880/maybank-pays-tribute-art-batik> [Accessed 2 May 2020].
Do, W., Pillars, O. and Culture, A., 2020.Arts And Culture. [online] Maybankfoundation.com. Available at: <https://www.maybankfoundation.com/index.php/what-we-do/our-pillars/arts-and-culture> [Accessed 2 May 2020].
Borneo Post Online. 2020.Maybank Kim Eng: Infrastructure Growth To Drive Domestic Tourism | Borneo Post Online. [online] Available at: <https://www.theborneopost.com/2019/05/15/maybank-kim-eng-infrastructure-growth-to-drive-domestic-tourism/> [Accessed 2 May 2020].
BADAN WARISAN MALAYSIA. 2020.THIS KUL CITY – BADAN WARISAN MALAYSIA. [online] Available at: <https://badanwarisanmalaysia.org/category/this-kul-city/> [Accessed 2 May 2020].
Bernazzani, S., 2020.18 Examples Of Successful Co-Branding Partnerships (And Why They're So Great). [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/marketing/best-cobranding-partnerships> [Accessed 2 May 2020].
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