To launch the ‘Rewards Infinite Value’ loyalty program, Maybank has kicked off a McCann Erickson-developed marketing campaign which will run across TV, radio, direct mailer, online, road show and on-ground activation to drive utilization and signups for its credit cards.
The program aims to bring value and savings to Maybank customers without a string of conditions. Its launch builds on the success of Maybank’s credit card re-launch campaign (also developed by McCann) from last October which saw its card base increase by 20%.

Targeting current card members who are both Rewards Infinite and non-Rewards Infinite members, as well as potential Maybank card members, the campaign marks the first time Maybank has developed a TV spot for the Singapore market.

Titled ‘Magnet Man,’ the 15-second spot opens with a couple at a restaurant. In finishing up, a waiter comes over to the table with the bill and the man whips out his Maybank credit card to pay; the moment this happens, objects including dive fins, gift boxes, cash, start flying toward him from out of nowhere and attach themselves to his body like metal attracted to a magnet. This depicts the magnet draw of using the Maybank credit card to make purchases.

Commenting on the creative rationale behind this campaign, Farrokh Madon, Executive Creative Director said, “Maybank’s Magnet Man is a simple, yet impactful idea. It is a memorable way to tell people that ‘Rewards Infinite Value’ is the fastest way to get rewards wherever you go. The idea has legs and can be extended in an interesting and engaging way across many media, including digital.”

‘Rewards Infinite Value’ is the newest addition and an enhancement to Maybank’s popular ‘Rewards Infinite’ loyalty programme which offers card members to enjoy non-expiry of treats