Challenge

Delivered against a condensed timeline, the activation also required close coordination across unfamiliar regions. Successfully navigating cultural and operational differences was critical to ensuring a cohesive experience without compromising the quality or impact of audience engagement.

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Solution

To ground the campaign in local culture, the team began with deep-dive research into each region, drawing inspiration from digital platforms like Pinterest, Instagram, and TikTok. These insights shaped moodboards that guided the creative process, ensuring every visual and activation felt both contemporary and authentically Malaysian. Batik-inspired patterns, hornbills, iconic landmarks, and traditional delicacies were woven into event backdrops and photo props, creating a vibrant, immersive environment. On the ground, activations ranged from interactive games and financial advisory corners to hands-on workshops led by local influencers, all designed to demystify financial planning and make KWSP’s offerings tangible. The approach balanced digital discovery with real-world engagement, ensuring that every touchpoint from a child’s drawing corner to a Gen-Z-focused workshop; felt tailored and inclusive.

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Impact

The activation surpassed expectations, attracting 5,882 participants, well above the original target. Feedback from both the public and internal teams was overwhelmingly positive, with many noting the event’s fresh, engaging approach compared to traditional financial activations. The experience was widely seen as more accessible and memorable, reinforcing KWSP’s reputation as a forward-thinking, people-first institution.

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