Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, have released a series of films over the Ramadan-Raya season to drive awareness and sign-ups for GoPayz, the universal e-wallet developed by U Mobile.
The ‘Tekan-Tekan Je’ (Tap-Tap Only) campaign seeks to push Raya related services such as paying zakat (Islamic donations), e-duit Raya (cash gifts), for shopping and insurance to make life easier. The ‘Mat Lengah Banyak Alasan’ (translated to Mat Lengah with lots of excuses) films see the protaganist, Mat Lengah, procrastinate over tasks while his wife urges him to tap on the GoPayz app to complete them with ease.
Kevin Le, Executive Creative Director of Reprise Digital said, “The campaign was born from the fact that while most people own smartphones, they are still queuing up at banks or payment centres to perform transactions. It is also based around the insight that there are lots of people who procrastinate their Raya obligations until the last minute.
“We can see ourselves in the character of Mat Lengah, a Mr. Procrastinator, as most of us end up putting off the numerous mundane but necessary tasks. We wanted to bring to life the consequences of procrastinating on these simple tasks, while offering GoPayz as the solution to these woes. A simple catchphrase that serves as a call-to-action. Whatever your needs, GoPayz is your solution, just tekan-tekan je!”
The digital only campaign with sister media agency BPN and includes videos on Facebook and Instagram alongside IG stickers, contextual video ads, display banners and social media content to amplify and augment the messaging. The videos were directed by Hadi Hamid and produced with Minerva Boys Production.
Adam Lee, Head of Digital Services Marketing at U Mobile said “We wanted to do things a bit differently for Raya, this year. We had never done a series of videos before and thought it would be a good way to tell a fun story that our users could relate to during the festive period, while positioning GoPayz as an all-in-one app that offers affordable, accessible and inclusive digital financial and lifestyle services.”
In addition, the GoPayz ‘Tekan-Tekan Je’ contest urges users to get everything done with ease and automatically stand a chance to win prizes worth up to RM10,000.
The campaign launched during the month of Ramadan and carries on till the end of May.
View the ‘Mat Lengah Banyak Alasan’ series here:
View the GoPayz contest site here.