Leveraging on gamification and social media codes, CIMB has created an online platform targeting prospective young customers

Country: Malaysiacimb
Year: 2011

  • Create a dedicated platform to interact with prospective young customers and adopt a social media based approach to leverage on a viral effect
  • Guide, advise and provide tools on banking activities, while promoting banking offer

Concept

  • The Malaysian bank CIMB has created a specific platform targeting people between 12 and 23
  • The access to platform is made signing-in with their Facebook or Twitter account
  • On the platform, users can find:
    • Tools to define their personality, their habits and to manage their finances setting financial and saving goals Rewards and privileges
    • Articles on career building or financial planning.
    • Dedicated offers and promotions (Mastercard, Savings plan, etc.).
    • Tips on online banking & ATM
  • Leveraging on social media, the platform has taken advantage of a viral marketing effect on the promotion of their youth banking offer