Case study · Hong Leong Bank

Hong Leong Bank's Tech & DuitSmart PR Strategy

RM 1M+ PR value

2018 Ongoing since

How Hong Leong Bank leverages technology and financial literacy to drive results. A look at the DuitSmart campaign which has generated RM1M+ in PR value annually since 2018.

Background

Hong Leong Bank (HLB) needed a communications strategy that would position the bank as a forward-thinking financial institution while making financial literacy accessible to everyday Malaysians.

Strategy

We anchored HLB's narrative around the DuitSmart financial literacy programme, building year-on-year momentum with media-friendly moments (literacy drives, school programmes, partnerships with fintech) that translated complex banking concepts into accessible stories.

Results

Since 2018, the DuitSmart programme has consistently generated over RM1 million in PR value annually, with sustained Tier-1 media coverage across business, lifestyle, and education verticals.

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