Our brand video, “ Kasi, Kasi, Kasi Tambah!”, featured two characters, ‘Kasi’ and ‘Tambah’, who brought out the element of humour and entertainment to attract Malaysians’ interest and engagement.
#BOOST EWALLET TV#
We then used the data we got from their repeated engagement with us to fuel our lookalike audience and drove mobile app installs and more transactions through a mix of ad formats : Facebook and Google UACe campaigns, TrueView and Responsive Display Ads, EDMs, print, radio, and OOH.Īcting on the insight that having a face to lead a brand/campaign can help users make the jump from observation to conversion, we engaged local TV personality and actor Anas Ridzuan to help us entertain and engage Malaysians, with the goal that they would understand/relate to our message and transact with us. Social postings featured merchants, product offerings, and promotions customised for each persona and their unique interests while our media buys targeted specific platforms each of the personas visited frequently. To make this a reality, Boost had to get these things right:įrom our data and user personas, Boost was able to create clusters of bespoke content and deals based on their online behaviour.
The challenge for Boost was to ensure it remained relevant to Malaysians – to be useful enough in daily life that customers adopt it for payments and other services, use it regularly, and retain their funds in it. The sector became even more cluttered and promotion-driven. This led to an eWallet battle royale with each of the three brands (Boost, GrabPay and Touch ‘n Go eWallet) all vying for the attention and pockets of Malaysians.īoost not only had to compete with the two brands, both of which had a bigger war chest, but with the entire eCommerce sector, which jumped on the bandwagon of deals and promotions. The government then devised the Penjana initiative to assist the livelihoods of businesses, especially the local Small Medium Enterprises (SMEs), and Micro, Small and Medium Enterprises (MSMEs), urging Malaysians to adopt digital transactions and eWallets. All that changed in March 2020 following the COVID-19 pandemic, when a nationwide lockdown forced businesses to close on-site operations overnight. In early 2020, eWallets were used, but not widely adopted by users and businesses.
0 kommentar(er)
