CIMB

During Aidilfitri, when brands often focus on family, kindness, and celebration, CIMB chose to tell a story rooted in community, forgiveness, and acceptance, all wrapped in the intrigue of a missing cempedak.

The film follows three neighbours locked in a rivalry over a fruit tree that sits exactly between their homes. When the prized cempedak suddenly disappears, tempers flare, and the hunt begins. But even as the story resolves, a question lingers: who really took the cempedak?

To keep audiences hooked, CIMB extended the mystery onto social platforms with suspect files, clues, and a 360° video. Viewers were invited to solve the riddle by submitting answers in the form of pantun, with the most creative ones rewarded with prizes.

The campaign became a runaway success. The film garnered nearly 12 million views, making it the most-watched Aidilfitri video among top government-linked companies. It also secured the highest organic Facebook views of the season at over 1.8 million, achieved a YouTube view-through rate of 43.11% (more than double the industry benchmark) and drove an impressive 76.96% engagement rate on the 360° video. Most importantly, it generated over 3,100 leads, showing how a story well told can spark both cultural connection and business impact.