Kancil Awards

The Malaysian Advertising Awards

(12.2) ENTERTAINMENT & BRANDED CONTENT [Digital] - BRONZE, Celeb. Tradr, TBWA Kuala Lumpur

Title
Celeb. Tradr

Product / Service
Stock trading tips for millenials

Client
Bursa Malaysia

Brief
Bursa Malaysia was akin to being an 'Old Folks' Home': one that wasn't relevant and engaging to millennials in any way. The average age of stock traders was in the 50s, with the largest group of traders being those between the ages of 45+ and 60+1. Millennials found stock trading intimidating given all the numbers, jargon, and flashing red & green arrows. Furthermore, they lack confidence in trading in the stock market. The stock market seemed like 'rocket science' that only a few were able to understand. However, in order to ensure a future pool of investors, it was necessary to bring down the average age of traders and encourage millennials to invest.

Solution
Since our strategy was to use social influencers to reach out to millennials, we thought we could practice our insight on the social influencers. What if we could enable a social influencer who knew nothing about stock trading to transition from a rookie to an expert?So we thought: Let's match nerdy people who know everything about trading - with cool, popular celebs who know nothing about it and create an online, reality TV show. Celeb.Tradr aimed to showcase the transition of a rookie to an expert in a way that was entertaining yet insightful for the millennial.

Others
TIM GARLAND (Capital Markets Consultant)

Others
GERTJAN TIJMS (Strategy, Capital Markets)

Client Service
PHOEBE CHIA

Others
MICHAEL LEONG (Senior Digital Art Director)

Others
LEE YEE LEAN (Digital Designer)

Others
LETCHUMI RAMADAS (Head of Data)

Others
LIM SHUN DI (Digital Executive)

Copywriter
JOHN ROYCE

 

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