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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

THE ART OF SAVING PAPER

ClientAMBANK
CategoryA03. Best Use of Outdoor
TitleTHE ART OF SAVING PAPER
Product/ServiceCREDIT CARD E-STATEMENT
Entrant Company:EURO RSCG KUALA LUMPUR, MALAYSIA
Advertising Agency:EURO RSCG KUALA LUMPUR, MALAYSIA
Credits
Name Company Position
Kit Ong Euro RSCG Kuala Lumpur Executive Creative Director
Sharon Ong Euro RSCG Kuala Lumpur Head of Design
Andrew Teo / Grace Liew Euro RSCG Kuala Lumpur Art Directors
Kenny Tan / Azeril Johari Euro RSCG Kuala Lumpur Copy Writers
Sarah Sin / Wong An Jie Euro RSCG Kuala Lumpur Designers
Lee Su San Euro RSCG Kuala Lumpur Designer
PJ CAD PJ CAD Designer
Gan Mei Lian Euro RSCG Kuala Lumpur Client Service Director
Adrian Cheah Euro RSCG Kuala Lumpur Account Manager
IFL Studio IFL Studio Photographer

Results and Effectiveness:

Since the launch of the campaign 7 days ago, we’ve already acquired over 1,500 conversions since then. At this rate, the client will reach its targeted amount of sign-ups in half the span of the campaign.

Creative Execution:

The best ways to reach AmBank credit cardholders is at the AmBank outlets, where they pay their credit card bills. The main problem was how do we reach them with outlet posters without killing more trees. Our solution was to create ‘new’ posters on the backs of recycled posters sourced by the client. Each poster is a hand-made artwork that required zero printing.

Insights, Strategy and the Idea:

It is standard practice for AmBank credit cardholders to receive printed monthly statements through the mail. Boy, did it kill a lot of trees. That is why, the bank decided to convert customers to digital statements / eStatement instead. Thinking green, we sought to execute this without involving the additional use of paper. Which helped AmBank’s green cause.