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Maybank

Campaign: Humanising Banking / Promote the launch of Star Wars: The Force Awakens -  October-December 2016

Background

Maybank is Malaysia's largest bank in Southeast Asia. Maybank's network spans across all 10 ASEAN nations, as well as key Asian countries and global financial centres. With a network of 2,400 offices worldwide and more than 45,000 employees.

Maybank's brief; Create an awareness campaign for the upcoming "Star Wars: The Force Awakens" film. Whilst also promoting their campaign, 'Humanising Banking.'

Strategy

We decided to prank a local star wars fan, taking his ultimate pride and joy. His full Star Wars collection! Full of priceless mint-condition memorabilia. Of course, we returned his favourite toys after the reveal. And a gift, an all expenses paid trip to celebrate the Rouge One: A Star Wars Story Celebration Event! Meeting the cast and crew, exclusive merchandise, entertainment and exhibition in Orlando!

Results

This is the first time a YouTube video featured on IMAX. On the premiere launch of Star Wars: The Force Awakens, Maxman TV’s ‘Star Wars Fan Prank’ video featured before the official premiere of the film. The director, J.J Abrams approved Maxman TV’s video before the video launch! The video launched on Maxman TV’s YouTube channel on the 1st of December 2016. Generating 1.5 million views to date on YouTube and a further 700,000 views on Maxman TV facebook, with more views from our partners. The video was also an ad on YouTube for a week promoting Maybank and the Star Wars movie release.