CIMB |  CIMB Bank

Sound of a Nation

  • Experiential
  • Innovation
The Challenge

2018 was a particularly proud year for Malaysians, where the country’s ethnically diverse population united to accomplish a peaceful change in government. Malaysia Day, celebrated on September 16th, was the perfect occasion for CIMB to honor this solidarity.

But in Malaysia, a country divided by different ethnicities, cultures and languages, it is a huge challenge for any brand to form a message that speaks to all.

The Idea 

Turning facial recognition data into a symphony of unity and diversity to commensurate Malaysia’s Independence Day.  In a message that transcended all barriers, we created "Sound of a Nation", an original musical composition where every melody played on every musical instrument was sourced from the facial recognition data of every day Malaysians.  An innovative idea that the nation can proudly call its own.

Growth 
  • 5M views for three online videos
  • 147,136,799 impressions on Facebook and YouTube
  • 159,692 microsite visits 
Recognition
  • Dragons of Malaysia, Gold (Best Marketing Discipline Campaign)
  • Dragons of Malaysia, Gold (Best Marketing Discipline Campaign)
  • Dragons of Malaysia, Silver (Best Brand Building and/or Awareness Campaign)
  • Dragons of Malaysia, Silver (Best Use of Media)
  • Dragons of Malaysia, Black (Best Mobile Marketing Campaign)
  • Dragons of Malaysia, Black (Best Digital Campaign)
  • Dragons of Asia, Gold (Best Digital Campaign)
  • Dragons of Asia, Black (Best Use of Media)
  • Kancil, Merit (Best Use of Digital & Promo, Digital led)
  • Kancil, Merit (Data Enhanced Creativity)