RHB has launched a new campaign film in collaboration with its long-time creative partner, FCB SHOUT to articulate the Bank’s new aspirations. Titled ‘The Extra Mile’, the two-minute spot was inspired by the true story of two RHB staff from Kuala Kangsar, who traveled 140km to Gerik during the pandemic to help a bedridden customer with the process of withdrawing his Employees Provident Fund for his medical expenses.
“We knew right from the get-go that a commercial about RHB’s commitment in providing service excellence has to be based on a true story of our staff, because the RHB brand that Malaysians have come to know and love is not built by the numbers in our annual report or the products that we have, but by our people,” said Abdul Sani Abdul Murad, Group Chief Marketing Officer of RHB Group.
‘The Extra Mile’ follows the adventures of two friends who are seemingly enjoying their day off by going on a hike together in a stunning rainforest.
However, the film has more than meets the eye, as viewers learn that underneath the facade of picturesque scenes and a journey of trials and tribulations “is a story of compassion, hope and dedication to service excellence waiting to be unraveled,” said the agency.
Tjer, FCB SHOUT’s Head of Creative, said, “The pressure on us was immense because we had to do justice to such an incredible true story. We could’ve taken the easy way out by simply producing a documentary, but to stay true to the work that the agency has been creating for RHB over the years, we took up the challenge to produce a commercial that contains a cornucopia of entertainment, emotions and unexpected twists. A big shout-out to our production partners at D’Moving Pictures and Grand Theft Records for coming along on this journey with us and turning our vision into an amazing film.”
“While brand commercials about service excellence are neither new nor rare, what makes ‘The Extra Mile’ such a uniquely powerful story is the fact that it’s based on a true story. This film is proof that RHB is a bank that truly walks the talk,” Ong Shi Ping, FCB SHOUT’s Co-Owner and Chief Creative Officer, concluded.
The campaign was launched on 29 November 2022 and is running across all RHB Bank’s digital channels.
Title: The Extra Mile
Group Chief Marketing Officer: Abdul Sani
Head, Group Brand Comms: Tunku Hazli Tunku Tolha
Manager, Group Brand Comms: Anwar Amin
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Creative: Wang Ie Tjer
Associate Creative Directors: James Voon, Jonathan Chan
Senior Brand Director: Timothy Teh
Brand Manager: Chan Joe Yi
Project Manager: Megan Chin
Senior Producer: Amin Taib
Music, Sound Design & Composer: GT Records
Executive Producer: Shah Haron
Producer: Tunku Shafiq
Sound Engineers: Brian Wong
Production House: D Moving Pictures
Film Director: Dick Chua
Producer: Jocny Lai
Post House: Asia Pacific Videolab
Offline Editor: Koon Pak Fei
Online Artist: Aznir halid
Colorist: Lee Jia seng