In a category where engagement often feels transactional, Maybank set out to strengthen emotional connection with its customers — particularly younger, mobile-first users of the MAE app.
The goal: humanize the brand, drive digital engagement, and reignite affection for its MR. TIGER mascot in a way that feels playful and shareable.
By launching a limited-edition collectible series via Sama-Sama Lokal, Maybank transformed a simple in-app promotion into a conversation starter — merging nostalgia, fandom, and exclusivity to capture both attention and hearts.
credit: Maybank Malaysia
DTC World collaborated closely with Maybank to create the MR. TIGER Collection — a trio of thoughtfully designed character merchandise (custom figurine, tote bag and plushie) that reinforced the bank’s warm, approachable image.
Each piece was built for tactile appeal and collectability, encouraging repeat engagement throughout the campaign period.
(left) Maybank Mr Tiger Figurine. (right) source: Maybank
From design conceptualization to production, DTC World ensured every item captured the joy and approachability that Maybank wanted to project.
Before launch, Maybank teased the collection with a single post —”Comment “I want #ItsGottaBeMAE” if you wish you had one! — that generated over 800 comments and 100 shares, proving how much MR. TIGER resonated with audiences.
credit: Maybank
When the collection dropped, the limited releases on Sama-Sama Lokal created urgency and excitement, driving traffic to the MAE app while reinforcing Maybank’s innovative digital-first positioning.
Collectible design tapped into nostalgia and fandom.
Exclusivity and timed drops amplified social buzz.
Strengthened Maybank’s digital and emotional brand presence.
Turned branded merchandise into an engagement engine.
From design sketches to finished collectibles, DTC World brought MR. TIGER’s personality to life through creative design and meticulous production.
As a leading merchandise agency and custom merchandise maker in APAC, we help financial institutions and consumer brands turn campaigns into memorable brand experiences — not just giveaways.
Not Just Merch — We Make Characters Come Alive.
Contact DTC World today to design your next standout campaign.
