Star Media Group (SMG) and RHB Banking Group have emerged as the silver winner in the Wan-Ifra Digital Media Awards Asia 2024 for their disruptive marketing collaborative project called #JomSapot BeliLokal 2.0.

This recognition comes under the “Best Use of AI in Revenue Strategy” award category.

#JomSapot BeliLokal 2.0 is a combined effort of RHB’s own #JomSapot and SMG’s BeliLokal initiatives.

It is the first-of-its-kind integrated marketing initiative that leverages generative artificial intelligence (AI) and celebrity endorsement to accelerate local small and medium enterprises’ (SMEs) post-pandemic business recovery.

This easy-to-sign-up campaign offered SMEs a personalised AI promotional video at zero cost, featuring a digital avatar character of Malaysian celebrity Sazzy Falak, thereby harnessing the power of celebrity endorsement.

It also facilitated multi-channel amplification across SMG’s media platforms, mobile geo-targeting technology, and support for their business digitalisation journey.

At the same time, RHB also encouraged their cardholders to show support by purchasing from participating merchants, rewarding them with cashbacks and discounts on partner deals in return.

RHB Banking Group chief marketing officer Abdul Sani Abdul Murad shared that they are delighted by the remarkable success of the collaboration with SMG in the #JomSapot BeliLokal campaign.

The integration of Sazzy Falak and the utilisation of GenAI technology have truly proven to be a game changer as they provided SMEs with an unprecedented opportunity to have their brands advertised and promoted by a popular celebrity at no cost.

“The campaign further exemplifies the powerful synergy between GenAI innovation, celebrity endorsement, and our unwavering dedication as a bank to support local businesses in their growth and well-sustained resilience. “We look forward to continuing the partnership, as we uplift and empower SMEs across the region.”

SMG chief business officer Lydia Wang said, “As one of the leading and innovative media groups, SMG is constantly offering its customers best-in-class products and services, in addition to its unwavering commitment to customer excellence.

“Our organisational ethos underscores our dedication to diversify our business portfolios by embracing innovation and technology to drive business resilience and growth.

“With a readership of 24 million nationwide, SMG is well-positioned to help struggling local SMEs by providing them the right marketing platforms to promote their brands effectively at zero cost,” she said.

#JomSapot BeliLokal 2.0 campaign was launched in May 2023 to offer affected SMEs a much-needed end-to-end business and marketing communication support to accelerate post-pandemic recovery.

It was also to drive economic growth and strengthen connections within Malaysia’s business landscape.

The campaign has since garnered engagement with over 220,000 SME business owners across the country.

The personalised generative AI videos campaign reached over 1.4 million Malaysians, amassing over 6.8 million impressions.

SMG senior general manager Elicia Wee underscored the significance of this win as a testament to the exceptional capabilities of SMG Brand Studio, the group’s creative arm, in delivering large-scale cutting-edge integrated marketing campaigns for clients.

“SMG Brand Studio has consistently led the way in providing innovative end-to-end marketing solutions, driven by robust data insights and creativity. This is further bolstered by our strategic use of influential media platforms to enhance our outreach and influence.

“Our commitment to excellence ensures that every campaign is meticulously tailored to drive tangible, measurable results, solidifying our position as industry leaders in delivering impactful brand experiences,” Wee said.

To find out more about the campaign, visit www.rhbjomsapot.my