DURIAN-i CAMPAIGN
CIMB Islamic
The Brief
The Daily Unrestricted Investment Account-i (DURIAN-i) Campaign is CIMB Islamic’s annual customer engagement campaign designed to increase product awareness, encourage higher balances, and reward customers with exciting travel experiences. Customers earn entries by maintaining or increasing their account balance for a chance to win prizes through monthly, quarterly, and year-end draws.
Inspired by the product’s name, the creative direction called for a key visual that blends durian elements with a travel-themed identity, creating a distinctive campaign that strengthens recognition and captures attention.
The Idea
From the brief, the key visual concept was developed around transforming savings with DURIAN-i into an exciting journey of global getaways. Instead of focusing only on rewards, the visual positions customers as living the experience itself.
DURIAN-i is reimagined as a travel companion through a signature durian-shaped lounge chair, creating a consistent identity across multiple destination rewards. This approach connects nancial planning with memorable travel experiences, making the campaign more immersive and aspirational.
The Result
The campaign successfully generated strong digital engagement, achieving 2,026,442 landing page views from 1 January to 31 December 2025. This reflects sustained customer interest and strong campaign visibility throughout the period.
The consistent visual identity and travel-led rewards helped strengthen
DURIAN-i product recognition, drive
participation, and strengthen
overall brand connection
by linking savings growth with rewarding travel experiences.
Take a Bite
Ready to take a bite out of success?
Let’s collaborate and turn your brand into a versatile sensation!
12-3, Jalan PJU 8/3A, Perdana Business Centre,
Damansara Perdana, 47820 Petaling Jaya, Selangor D.E.
