Overview

AmBank sought to mark its 50th anniversary with a campaign that went beyond celebration, reinforcing long-term trust and relevance within a highly competitive financial landscape. The challenge was ensuring the milestone translated into sustained nationwide visibility, rather than a short-lived commemorative moment. Visual Retale designed a long-horizon Out-of-Home strategy to embed AmBank’s legacy consistently across daily Malaysian life throughout its anniversary year.

Execution

Visual Retale engineered a 24-week nationwide DOOH and static rollout, layering regional digital screens, high-density static boards, and airport placements to maintain presence across urban, commuter, and traveller environments. Site selection prioritised proximity to AmBank branches, high-traffic highways, and premium urban districts including Bukit Bintang, Sri Hartamas, and the Federal Highway. The campaign followed a phased structure — pilot, expansion, and loyalty — ensuring continuity and cumulative frequency rather than one-off exposure.

Impact

The sustained presence elevated AmBank’s anniversary into a visible national moment, reinforcing trust, familiarity, and brand affinity across diverse audiences. By maintaining consistent touchpoints over six months, the campaign strengthened recall and ensured the milestone remained part of public consciousness throughout the year. The execution demonstrated how long-term OOH planning can transform anniversaries into enduring brand assets.