When Malaysia’s oldest banking institution wanted to engage a tech-savvy youth audience, it was time to call in Agent M, Asia’s first Windows Live Messenger financial ‘bot. His mission: to position Maybank as a youthful and progressive bank, solve banking problems instantly, and create new levels of engagement with young consumers.
Case Study: Maybank | Media: MSN | Country: Malaysia | Sector: Finance | Objectives: Brand positioning, engagement | Format: Interactive media
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