Isobar Malaysia creates psychedelic animated campaign for U Mobile’s GoPayz app

Isobar Malaysia has created a campaign GoPayz, a digital financial services platform from telecom firm U Mobile. The video represents the various services on offer on GoPayz in a visually rich animated video full of psychedelic imagery. The film prominently features the company’s mascot Bawang Boy. 

The creative execution was to make GoPayz more attractive to the 15 to 24 year old population. This segment accounts for 64% of the underbanked – people who have traditionally been underserved by financial institutions in areas like insurance, investment, remittance and payment. 

A note from Isobar said: “With around 8% of Malaysians still unbanked, 51% of whom are from North and East Malaysia, the GoPayz mobile app, will make digital fintech services a lot more accessible.”

Apart from the video, GoPayz is launching a promotion that gives consumers gifts such as free movie tickets and cash backs for topping up or engaging with the brand.

Speaking about the campaign U Mobile chief marketing officer Jasmine Lee said: “The creative approach proposed by the agency was unexpected for a digital financial service provider and very much consistent with the brand persona of the mother brand.

“We were especially pleased seeing Bawang Boy introduced with the ‘OK’ hand gesture that represents the GoPayz tagline ‘All Also Ok’, which was the epitome of what GoPayz represents – consumers are able to do various digital financial services just about any time, anywhere.”

Speaking about the mascot of the campaign U Mobile head of digital services marketing Adam Lee said: “Bawang Boy personifies the various digital financial services that GoPayz offers. We couldn’t be more excited to bring the GoPayz brand to life with a fun and colourful character created by the agency.”

Isobar Malaysia CEO Sean Wong said: “Isobar is pleased to partner with U Mobile on this innovative fintech initiative with the creation of marketing communications that took into consideration the findings of a Demand Side Survey conducted by Bank Negara Malaysia in 2018.

“The use of 3D animation, for example, is designed to appeal to the underbanked group. We believe that GoPayz will help to further drive the national goal of ensuring especially those living in rural areas, have access to affordable financial services through their mobile device. 

“This is absolutely in line with the nation’s aim of establishing a responsible and inclusive financial ecosystem for the people.”

Isobar executive creative director Liew Sanyen said: “It’s thrilling to work with U Mobile, a client that shared our vision of creating unconventional communications for the category.

“This close collaboration has enabled us to craft a wonderful piece of animation with unique characters that tells the brand and product story in a different way.”


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