RHB #JOMSAPOT BELILOKAL
Client
RHB Bank
The Background
RHB Bank and Star Media Group came together to support Malaysian SMEs facing declining visibility and rising marketing costs in the post-pandemic economy. SMEs form the backbone of the economy, yet many lack the resources to compete in an increasingly digital, crowded marketplace. The initiative set out to give local businesses accessible marketing support — and to encourage Malaysians to rediscover and back their neighbourhood merchants.
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The Big Idea
Turning every local business into a discoverable brand. Rather than another awareness campaign, we built #JomSapot BeliLokal into a scalable SME empowerment platform — combining AI-driven personalisation, celebrity influence, and hyperlocal discovery to help small businesses market themselves like major brands. At its centre was
The BeliLokal Guide, an ecosystem that made local businesses easier to discover while giving SMEs promotional assets normally beyond their budgets. Using AI-powered facial and voice recognition, merchants could instantly generate personalized video ads featuring Sazzy Falak as their virtual brand ambassador — at no cost.
The Execution
The campaign paired AI-generated branded content with location-based targeting to drive both awareness and real-world discovery. SMEs were onboarded onto a co-branded ecosystem spanning the RHB #JomSapot platform and SMG's BeliLokal network, gaining exposure across digital, print, radio, and social. Consumers discovered nearby merchants through QR-enabled journeys and geo-targeted recommendations powered by The BeliLokal Guide. By merging technology, media reach, and community-driven commerce, the campaign turned SME support from a corporate initiative into an interactive nationwide movement.
AWARDS
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WAN-IFRA Digital Media Awards Asia — Best Use of AI in Revenue Strategy (Silver)
PMAA Dragons of Malaysia — Best Digital Campaign (Gold)
MDA d-Awards — Best Use of Digital Marketing Innovation (Silver)
MDA d-Awards — Best B2B Marketing Campaign (Silver)
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PMAA Dragons of Asia — Best Digital Campaign (Bronze)