The new initiative rides on the back of a customer service programme launched in 2006. The ‘First smile’ programme improved the bank’s front-line customer service as well as increased brand recognition. “In subsequent mystery shopper and caller surveys, AmBank found that the programme was hugely successful. We then created a campaign that capitalised on these learnings. The campaign focuses on the ‘human touch’ factor to set AmBank apart,” said Matthew Fanshawe, CEO, Euro RSCG Singapore and Malaysia.
The push targets urbanites between the ages of 20 to 49, and with a monthly household income more than RM 2,000 (US$575). It comprises press ads, TV spots and out-of-home executions in AmBank’s corporate colours - red and yellow. The ‘Let us make you smile’ tagline is accompanied by images of AmBank’s service staff.
“The tagline is in line with AmBank’s idea of making banking a happy experience for consumers,” said Fanshawe. “By appealing to emotions, the AmBank advertising campaign helps reinforce its brand positioning. It’s a refreshing way of looking at something as automated as banking.”
Domestically, AmBank faces stiff competition from local rivals - Maybank, Public Bank, RHB and CIMB - as well as international banks such as Citibank and HSBC. It is currently the fifth-largest retail bank in Malaysia.