About Experian
Experian is a global leader in consumer and business credit reporting, data, and analytics. In Malaysia, Experian plays a vital role in improving financial literacy and access to credit. Through Credit Health Month (CHM), Experian encourages Malaysians to understand and take charge of their credit health.
The Challenge
Financial literacy campaigns are often ignored because they feel boring, technical, and irrelevant. For CHM 2025, Experian needed a campaign that could break through cultural apathy, engage younger audiences, and drive report checks, all while keeping credit health at the centre.
The Outcome
190x increase in social media engagement
100x uplift in average views
Conversions exceeded KPI by 30%: delivering measurable business impact alongside cultural buzz.
A love triangle filled with proposals, heartbreak, and betrayal.
Proposals crashing down, lovers fighting, secrets exposed. Every juicy twist looked like pure entertainment. But behind the shouting matches and heartbreak was the real villain: bad credit health.
A fiancé’s sweet “yes” turned sour when a credit score notification popped up mid-proposal. A jealous fight? Actually about hidden debt no one wanted to admit. A family meltdown? Fueled not by betrayal, but by inheritance weighed down by loans.
Foxar Athon turned financial literacy into a soap opera. People came for the drama, but left realising: “Cinta boleh buat kita bahagia… tapi hutang boleh musnahkan segalanya.”
This was the genius of Nilai Cinta: Malaysians thought they were bingeing a spicy love story, but without knowing it, they were learning why credit health matters.
Our Approach
1. Strategy & Creative Ideation
if people don’t care, they won’t care.
Credit health awareness in Malaysia is relatively high, over 60% of Malaysians know what a credit report is. Yet, most still choose to ignore it until problems appear. That gap between awareness and action became our opportunity.
Instead of fighting indifference, we agreed with it, and flipped it. That’s why we named the campaign: “Who Cares About Credit Health?”
The line echoed what Malaysians were already thinking, provoking curiosity instead of resistance. It wasn’t a lecture. It was a challenge.
From there, we extended the idea into Nilai Cinta (The Value of Love). By reframing credit scores from numbers into a story about love, family, and legacy, we gave Malaysians a reason to care, not because of finance, but because of the people they value most.
This blend of data-driven insight, psychological reframing, and cultural storytelling transformed a dry topic into a campaign that people didn’t just notice, but shared.
2. Launch & Content Rollout
Foxar Athon designed the campaign end-to-end. From paid media to UGC triggers, ensuring every week built momentum and kept audiences hooked:
- Week 1 – Launch Blast: Google, Meta, and YouTube ads went live alongside the first reels, sparking awareness and immediate traction.
- Week 2 – Interactive Engagement: Introduced challenges, UGC prompts, polls, and partnered with RinggitPlus to layer financial credibility.
- Week 3 – PR Amplification: Leveraged reels, media drops, and reminders to keep Nilai Cinta trending and extend reach into mainstream channels.
- Week 4 – Campaign Finale: Wrap-up with giveaway winners, recap reels, a nationwide press release and exclusive BTS character interviews. These behind-the-scenes clips gave fans extra drama while slipping in subtle credit health lessons, keeping audiences engaged even after the main story ended.
3. Engagement Mechanics
To go beyond passive views, Foxar Athon built engagement hooks into the campaign fabric:
- Giveaway Campaign: Invited Malaysians to share how credit scores had shaped their lives, driving user-generated stories and virality.
- Credibility Partnering: Integrated RinggitPlus for added authority and cross-audience trust.
- Omnichannel Touchpoints: Combined EDM blasts, custom Instagram filters, and TikTok-native content to reach audiences where they lived online.
