The digital financial platform encompasses insurance, investment, remittance and payment. To communicate the services, Isobar Malaysia conjured up a cartoon form of ‘Bawang Boy’ - a vibrant brand mascot who inhabits a psychedelic universe where each financial service is represented by a different character.
The campaign is executed to connect with 15 to 24-year-olds, as 64% fall under the 'underbanked' category, meaning they have traditionally been underserved by financial institutions in areas like insurance, investment, remittance and payment.
Discussing the campaign, Sean Wong, chief exec of Isobar Malaysia, said: “Isobar is pleased to partner with U Mobile on this innovative fin-tech 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."
He added that: “we believe that GoPayz will help to further drive the national goal of ensuring the B40 group, 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 is part of Dentsu Aegis Network Malaysia.