Mobile top-up cards are slow like your granny, use Wing says Cambodian m-payment firm

A campaign for mobile payment firm Wing to promote the speediness of its service in Cambodia has resulted in a spike in sales since launching at the end of last year.

In a 35-second TV ad, a man laying in a hospital bed asks his visiting grandmother, who walks with a Zimmer frame, to scratch a mobile top-up card for him.

“Why not use Wing mobile top-up? It’s faster and easier,” suggests a man sat in the neighbouring hospital bed.

Wing’s pinless point-of-sale sales increased by 48 per cent, total pinless sales increased by 36 per cent and end-user sales grew by 19 per cent since the campaign launched in December 2014, according to the agency. The TV ad was supported by print and on-ground activation events to boost trial of the product.

“The campaign really went down well with audiences,” said Phibious creative director Hisham Sahudin. “We dramatised how convenient and fast it was to top up on mobile with Wing, and it struck a note with Cambodians, who are generally happy and appreciate a laugh and a thoughtful point.”


  • Project Name: Wing MPTU
  • Creative Agency: Phibious
  • Client: Wing Cambodia
  • Creative Director(s): Hisham Sahudin
  • Art Director (s): Emma Rouvrais
  • Copywriter (s): Chou Chinith
  • Account Manager (s): Jenny Huynh

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