Investor Education Videos
About Bursa Malaysia
Based in Kuala Lumpur, Bursa Malaysia is the country’s stock exchange and operates as a platform which offers a range of exchange-related products and services for companies, groups and governments to sell securities to the public.
The range of products offered by Bursa Malaysia include bonds, derivatives, equities, trading, settle, clearing and depository services. It also offers Shariah-compliant securities which are in accordance with the Shariah investment guidelines. The stock exchange is among the one of the largest in the Asian region, and part of its central function includes ensuring that the price information for the trading of securities is disseminated in an efficient manner to ensure that trading is carried out in a fair and orderly manner.
To reach out to the young investors, Bursa have been publishing several educational contents in the form of blogs and articles. However, it was observed that the young investors comprising GenY & GenZ were averse to reading heavy textual content online or offline.
Bursa wanted to convey the educational materials in an interesting way. Hence, educational videos using animation and voice over was chosen as the perfect solution. However, developing these videos required a creative video production team who could understand the complex concepts and simplify them for early-stage investors.
Neon with its inhouse team of video producers were brought in to provide consultancy and execute the videos for Bursa. We developed a series of explainer videos using character animation, motion graphics and kinetic typography. The videos produced by Neon met two creative requirements – they strictly maintained the corporate style guide of Bursa Malaysia and also ensured that the animation appealed to younger audiences without being comical or cartoonish.
More than 70 videos were created for Bursa and are being used across digital platforms like website, YouTube, Facebook and LinkedIn.
The videos have been generating very high engagement rates as seen from the duration of video views and click-throughs on CTAs.
The retention rates of information after viewing the videos as compared to reading a brochure or website content is much higher as seen from various feedback received from young investors and investing experts.