The four units of the bank include retail banking, Islamic banking, corporate and investment banking and international banking. The campaign, developed by Creative Juice-SIL, consists of two TV spots, print, outdoor and online elements.
The corporate rebranding and logo redesign was done by design house Ikonogram. Targeted at the bank’s customers, shareholders and corporate partners, the campaign uses the tagline ‘RHB - banking simplified’.
The TV spot starts with a question: “When do the complications of life begin to overwhelm us?”, and shows people walking with a 3D cloud made of words, such ‘tax’ and ‘debt’ hovering around them.
Saad Hussein, MD and ECD of Creative Juice-SIL, said the campaign was developed from the insight that when a person gets into the working world they start accumulating financial burdens.
“Based on this insight, the creative strategy was to feature people weighed down physically by financial burdens. The cloud of financial terms will buzz around his head like annoying flies. With RHB’s transformation and the promise of simplified banking, this financial buzz will disappear,” said Hussein.
The RHB Banking Group is the fourth largest fully integrated financial products and services group in Malaysia.
Bank launches $2m unification effort
KUALA LUMPUR - Rashid Hussein Bank has launched a US$2 million corporate rebranding campaign to inform Malaysians of the unification of its four core business units under one name, RHB.
