ABA Bank Wins Marketing Campaign of the Year 2026 for Moha Sangkran Campaign
04/Sep/2026
ABA Bank, Cambodia's largest commercial bank, has been named Marketing Campaign of the Year 2026 at the CMO Asia Awards for Excellence in Branding & Marketing, marking the Bank's third consecutive win in the category.
This year's Moha Sangkran campaign brought together cultural storytelling, original music, creator content, and a new ABA Mobile experience in one connected campaign. At its heart was a simple idea: showing how digital innovation can give Cambodian traditions new ways to be celebrated and shared.
A New Year experience on ABA Mobile
For Khmer New Year, ABA introduced a dedicated Moha Sangkran theme on ABA Mobile, bringing the visual identity of the celebration into the Bank’s digital platform. The initiative created a festive customer experience while keeping banking services at the centre of the everyday digital journey.
By blending cultural expression with digital innovation, the campaign created a locally relevant experience that connected customers with Cambodian traditions through a platform they use regularly. It reflected ABA’s commitment to making digital banking more engaging while celebrating Cambodia’s rich cultural heritage.
Culture through stories and music
This year, instead of a conventional advertisement, the campaign extended beyond the app through a series of three storytelling episodes featuring expats living in Cambodia alongside popular Cambodian artists VannDa, Tena, and Princess Jenna. Each episode focused on one day of Khmer New Year, introducing its tradition and meaning through the eyes of both Cambodian and international audiences.
VannDa also created an original Khmer New Year track and music video for the campaign, centered on joy, togetherness, and blessings. The video generated almost 22 million cumulative views across his channels, making it ABA's strongest Khmer New Year collaboration to date.
The campaign brought together creators, merchants, and ABA's digital platforms to create a connected New Year experience with multiple touchpoints.
Strong reach and engagement
Across ABA's owned platforms, the campaign generated more than 170 million impressions and over 90 million video views. These results reflect the campaign's broad reach and strong audience engagement, while reinforcing the role of ABA Mobile as a key platform for connecting customers with the Bank's digital ecosystem.
The 2026 recognition marks ABA Bank's third consecutive Marketing Campaign of the Year award from CMO Asia, recognizing the Bank's continued ability to combine digital innovation with locally relevant storytelling.
With this latest recognition, ABA continues to demonstrate how cultural relevance and digital innovation can come together to create experiences that resonate with Cambodian audiences.
