ABA's CSR initiatives praised with Marketing Campaign and Content Marketing of the Year awards
21/Dec/2023
ABA Bank, the largest commercial bank in Cambodia, has been honored with the Marketing Campaign of the Year for the SEA Games 2023 Initiative and Content Marketing Award for the Scam Alert campaign at the Global Marketing Excellence Awards hosted by CMO Asia.
This double recognition is a testament to ABA Bank's commitment to fostering a vibrant sense of community and shared heritage beyond banking, reaching the very heart of Cambodia.
Inspiring victory: ABA's SEA Games triumph
The bank's exclusive sponsorship of the 32nd SEA Games and 12th ASEAN Para Games demonstrated ABA's dedication to the spirit of the Games. It also showcased a strategic marketing approach that deeply resonated with its audience. The initiative unfolded with a dynamic mix of engaging content and promotions, spotlighting the journey of Khmer athletes and forging a strong connection with customers. The campaign reached new heights by creating the SEA Games 2023 Special Edition cards, resulting in a remarkable 39% increase in card issuance.
Besides the payment cards, ABA produced an inspiring SEA Games 2023 video, celebrating the resilience of Cambodian national athletes and reinforcing the bond between the brand, customers, and the athletes they proudly support. This multifaceted approach witnessed a 15% surge in Instant Account openings during the SEA Games 2023 activities, marking a significant milestone in marketing.
Digital vigilance: ABA's Scam Alert endeavor
At the heart of the second award, Content Marketing of the Year, lies a resounding message of personal data protection. The campaign's core mission was to educate individuals on safeguarding their personal and sensitive banking information, emphasizing the directive never to share such details under any circumstances.
This served as a potent reminder of potential risks, fostering vigilance in digital money transfers. Going beyond education, ABA aimed to empower individuals with practical knowledge and skills to recognize and respond effectively to scams.
"We are excited to receive the Marketing Campaign of the Year and Content Marketing Awards from the Global Marketing Excellence Awards. This recognition underscores our commitment to fostering community and national pride and reinforcing our pledge to lead in safeguarding our customers from online fraud in the modern world," commented Igor Zimarev, Chief Marketing and CSR Officer at ABA Bank.
CMO Asia Executive Director Dr. Aalok Pandit congratulated ABA for exceptional marketing strategies and commitment to social responsibility. "ABA Bank's SEA Games 2023 campaign creatively engaged a diverse audience, demonstrating the unifying power of sports in brand promotion. Similarly, their campaign against online scams underscored their dedication to social responsibility and customer well-being," Pandit said.
"These awards acknowledge ABA Bank's significant efforts in enhancing digital safety and financial literacy in Cambodia. Their deep understanding of their audience and commitment to their community is commendable," he added.
