News

Diver Jun Hoong ‘perseveres for prosperity’ in RHB Bank’s Chinese New Year campaign

RHB Bank has placed its Chinese New Year cards on the table with a campaign empowering people to ‘persevere’ for prosperity and success.

In a marked change of tone from the Singapore telcos’ recent weepy efforts, the Malaysian bank has released a fist-thumping social media ad featuring champion diver Cheong Jun Hoong.


The ad centres on Cheong’s dedication to preparing for the upcoming 2018 Commonwealth Games that will be held in Australia this April.

Throughout the film, Cheong’s steely determination holds true as she trains relentlessly throughout the CNY period; all the while supported by her family, coaches and fans until she eventually finds success in a winning dive.

Perseverance: Malaysian diver Cheong Jun Hoong in RHB’s new festive campaign

Created by FCB Kuala Lumpur, the ad is RHB’s first to use a female lead as part of an ongoing campaign looking at challengers who find success against all odds. 

Cheong’s appearance follows that of rapper Altimet and national footballer Thanabalan who have previously starred in RHB festive campaigns.

“Jun’s journey is one that we’re very familiar with at RHB, in a sense that prosperity stems from an unyielding belief and continued support from those that matter” said Abdul Sani Abdul Murad, RHB Group’s chief marketing officer.

“‘Together we progress’ is what we believe in and we hope to use this coming Chinese New Year as an opportunity to get all of Malaysia behind Jun in her quest for gold at the Commonwealth Games.” 

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing