Mohd. Khairuddin, Your Mum Is Nagging YouTHE CHALLENGE:
Alliance Bank wanted to position its You:nique Prepaid Card as a means of managing your finances better. They wanted to target internet-savvy college students aged 18-24 via an online campaign.
THE SOLUTION:
Alliance Bank wanted to position its You:nique Prepaid Card as a means of managing your finances better. They wanted to target internet-savvy college students aged 18-24 via an online campaign.
THE SOLUTION:
Create a series of banner ads featuring messages purportedly from a mum speaking to her teenage son named Mohd. Khairuddin.
The ads lead to a YouTube channel page that plays videos of the mum speaking to her son in “vlog” style. While advising Khairuddin to spend wisely, she also reveals some hilariously embarrassing details about his childhood.
Mohd. Khairuddin's mum would even appear on table stickers at cafés.
An existing blog site, www.mohdkhairudin.com (spelled differently from our Mohd. Khairuddin) was co-opted to direct viewers to the videos.
After three videos from his mum, Mohd. Khairuddin himself would upload a video in which he begs his mum to stop making videos - and asks her to visit www.mohdkhairuddin.com
...which is a website that advertises the Alliance You:nique Prepaid Card, but written in Mohd. Khairuddin's voice
– in which he reassures his mum that with the Card, she doesn't have to worry about his spending.
THE RESULTS
Website hits 10,051 (8 Aug - 8 Sep 2010)
Video channel views 129,918 (22 July - 8 Sep 2010)
Total unpaid blogger blog posts 139
New card signups within first month of launch 10,891
