GoPayz and Isobar launch 'Bawang Boy' brand video

GoPayz, the new-to-market digital financial services platform owned by telco U Mobile has launched its brand video online.

The video was created to amplify the GoPayz app, a comprehensive digital financial platform targeted at consumers who are traditionally underserved by financial institutions (FIs), particularly in the areas of insurance, investment, remittance and payment. With around 8% of Malaysians still unbanked, 51% of whom are from North and East Malaysia, the GoPayz mobile app, available for download in the App and Play store for both iOS and Android devices respectively, is said to make digital fintech services a lot more accessible.

“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,” said Jasmine Lee, chief marketing officer of U Mobile. “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.”

Working in partnership with Isobar, the digital creative and experience agency of Dentsu Aegis Network, Lee said "the fresh approach proposed by the agency was unexpected for a digital financial service provider," with a concept that was consistent with the U Mobile brand persona but with creative that stood out from the clutter of traditionally conservative financial institutions advertising.

An integral part of the GoPayz launch campaign, the video featured ‘Bawang Boy’ as the brand hero, with a lively and vibrant theme that depicted a psychedelic universe with a plethora of familiar yet larger than life characters, each representing a digital financial service that is offered on the single platform.

Adam Lee, head of digital services marketing of U Mobile 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,” he 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,” said Sean Wong, CEO Isobar Malaysia.

“The use of 3D animation, for example, is designed to appeal to the underbanked group – 64% of whom are 15-24 years old. 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”, he added.

“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”, added Liew Sanyen, Isobar’s Executive Creative Director.