Leveraging on festive to communicate CIMB’s ‘FORWARD’ brand promise that empowers all Malaysians to progress towards their goals, aims and ambitions. This brand positioning needed to become more tangible to Malaysians.
Malaysians love to celebrate each other’s festivals, yet brands ignore diversity and speak to just Chinese-Malays at CNY. CIMB saw opportunity for building nationwide affinity. Nasi Lemak is a symbol belonging to all Malaysians. CIMB’s true story of Nasi Lemak bringing prosperity through diversity was unexpected and inclusive for CNY.
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