In Malaysia, where financial independence can sometimes feel like a distant dream, GXBank swooped in to change the game—fitting an entire banking experience into the palm of your hand. As Malaysia’s first fully digital bank, GXBank partnered with VaynerMedia APAC to launch a campaign that didn’t just promise banking access but sparked a movement toward financial inclusion and empowerment. The challenge? To make banking not just accessible but aspirational.
Enter #SepoketImpian: A Pocketful of Dreams – a recently 3x awarded campaign at the YouTube Works Awards. Curious how it all came together? We’re breaking it down in this blog post.
Bringing Banking to the Underserved
Despite Malaysia’s rapid economic growth, many people still face barriers to accessing traditional banking services. GXBank wanted to change that by delivering a digital-first experience that was inclusive and empowering, particularly for the underserved. The task? To not only launch Malaysia’s first digital bank but to create a meaningful connection with those who needed it most.
VaynerMedia APAC knew it wasn’t just about banking; it was about showing Malaysians that their dreams weren’t as far off as they thought — they just needed a bank that fits in their pocket.
A Pocketful of Dreams
At the core of the campaign was the idea that financial challenges often limit people’s dreams. That’s where **#SepoketImpian** comes in. With GXBank’s digital platform, dreams—big or small—we’re just a tap away.
By introducing Johan, the “Champion” of dreams, VaynerMedia created a character that resonated with everyday Malaysians. Johan wasn’t just selling banking services—he was inspiring a generation to unlock their potential. This storytelling, wrapped in an approachable, heartfelt campaign, humanised GXBank and made banking feel not only accessible but
Unified Message of Hope
We didn’t stop at just a catchy idea. The **#SepoketImpian** campaign spanned digital channels, social platforms, and even partnered with local retailers to spread the message. The brand film, featuring Johan, was launched across multiple digital platforms, supported by always-on engagement through social media touchpoints.
During the festive Raya season, the campaign shifted to align with the cultural spirit, offering a fresh perspective on financial literacy. Raya is a time of generosity, but also high spending—by integrating GXBank’s message into the season, VaynerMedia made the campaign feel like a natural part of the celebration while subtly encouraging financial planning.
More than Just Numbers
The campaign didn’t just rack up impressive metrics (although it did that too!). In just a few months, GXBank achieved:
- Over 750,000 new banking customers in under 9 months
- Over 800,000 Savings Pockets created by Malaysians to automate their savings
- 87% neutral to positive social sentiments
- 14.8 million impressions and 6.7 million views on YouTube
- 2877% growth rate on TikTok
- 90% increase in Instagram followers
Banking Dreams, One Pocket at a Time
#SepoketImpian wasn’t just a campaign, it was a rallying cry. It redefined what banking could mean to millions of Malaysians—no longer a distant, intimidating system but a tool for building a brighter future. GXBank is now synonymous with possibility, making it clear that no dream is too big or too far-fetched when you’ve got a bank in your pocket.
So, what’s next? If this campaign is any indication, GXBank and VaynerMedia APAC are just getting started in turning Malaysia’s financial landscape into a playground for dreamers. After all, when banking fits in your pocket, your future does too.
Thanks to our partners at GXBank for this opportunity….