We went to youth hotspots and distributed the cigarette packs via promoters. But instead of cigarettes, youths would find RM1 currency inside the pack, accompanied by inserts describing how much they could save and the cool stuff they could own if they quit smoking while they were still young.

To further motivate the cigarette free lifestyle, we created a micro-site with material targets. Here, youths were continuously inspired by the progress they were making towards their desired target, with the money saved from cigarettes.

In just 5 months, the campaign earned more than 16,000 pledges to quit smoking. And the numbers are increasing every day. This helped the bank gain positive reviews from youths and society at large. They have managed to dispel the notion of the bank being old fashioned and unimaginative with an insightful idea and relevant execution.