RHB group business banking marketing and customer insights head Gigi Lee (centre) proudly showing off the d Awards trophy. With her celebrating the win are (from left) Star Media Group (SMG) Brand Studio general manager Chia Mei Yeng, senior general manager Elicia Wee, RHB group chief marketing officer Abdul Sani, SMG chief business officer Lydia Wang, senior brand executive Tan Lee, and RHB group business banking marketing and customer insights chapter lead Bryan Lim.
PETALING JAYA: Star Media Group (SMG) and RHB Banking Group (RHB) continue to make waves in the digital marketing arena with their collaborative project, #JomSapot BeliLokal 2.0.
Recently recognised as the silver winner in the Wan-Ifra Digital Media Awards Asia 2024 for “Best Use of AI in Revenue Strategy,” the campaign is now celebrating another two new awards for its innovative approach to supporting local small and medium-sized enterprises (SMEs).
This time around, #JomSapot BeliLokal 2.0 was awarded silver across two categories: Best B2B Marketing Campaign and Best Use Of Digital Marketing Innovation.
In essence, the d Awards by the Malaysian Digital Association recognises and celebrates agencies, brands, publishers,and digital service providers that adopt and lead in the use of digital technologies.
The #JomSapot BeliLokal 2.0 campaign is an initiative that combines RHB’s #JomSapot and SMG’s BeliLokal efforts to create a unique, AI-driven marketing platform.
Leveraging the power of generative artificial intelligence (GenAI) and celebrity endorsements, the campaign has significantly boosted the visibility and recovery of SMEs in the post-pandemic landscape.
A key aspect of this campaign was its simple sign-up process, offering SMEs free personalised AI promotional videos. Featuring a digital avatar of Malaysian celebrity Sazzy Falak, these videos leverage her influence to effectively promote local brands. This innovative use of AI and celebrity endorsement has been transformative, providing SMEs a unique and cost-free opportunity to advertise and grow.
The campaign's multi-channel amplification across SMG’s extensive media platforms, coupled with mobile geo-targeting technology, further enhanced the campaign’s reach and impact. Additionally, RHB incentivised their cardholders to support participating merchants by offering cashbacks and discounts, thereby driving consumer engagement and sales.
"Securing another two awards highlight our impressive achievements in advancing local businesses through innovative digital marketing strategies. We are truly pleased with the results,” said RHB group chief marketing officer Abdul Sani Abdul Murad.
Echoing Abdul Sani, SMG's chief business officer Lydia Wang said, “The new accolades not only underscore the effectiveness and innovation of the campaign but also reaffirm the commitment of SMG and RHB to supporting local businesses and driving positive economic change in Malaysia.”
Launched in May 2023, the #JomSapot BeliLokal 2.0 campaign has successfully engaged over 220,000 SME business owners and reached over 1.4 million Malaysians, generating more than 6.8 million impressions.
SMG senior general manager Elicia Wee expressed pride in the win, particularly highlighting the team's efforts at SMG Brand Studio, the group’s creative arm.
“The awards further reiterate not only our commitment to excellence but also the team’s dedication to innovative storytelling and its relentless pursuit of creativity and strategic thinking.
“The collaborative spirit within the team has also been the driving force behind our achievements. By fostering an environment where ideas are freely exchanged and creativity is encouraged, the team has developed impressive concepts that resonate with brands.”
