TNG Digital, creator of the Touch ‘n Go eWallet, has appointed LOKi to manage social media duties for Instagram and YouTube, while retaining Zeno Group Malaysia for its PR remit, along with social media duties for Facebook. The appointment is for a year until 30 June 2021 and follows a pitch in June which saw six agencies vying for the account.
LOKi will oversee the direction, strategy, content creation and creatives for Touch ‘n Go eWallet’s Instagram and YouTube channels. Meanwhile, Zeno Malaysia will be responsible for all of TNG Digital’s PR which includes driving thought leadership, providing overarching direction and narrative support, and execution for all on-going campaigns. The agency will also continue managing Touch ‘n Go eWallet’s Facebook account, which involves digital strategy, communications and creative work at its best - reaching out to Malaysians from the grassroots.
Zeno was first appointed in 2018 to manage PR and social media duties following a pitch involving four agencies. TNG Digital's spokesperson told A+M that Zeno was also previously involved in the seting up of TNG Digital's Instagram profile while the YouTube page was created by the brand's in-house team. Zeno was also the incumbent for TNG Digital's Facebook.
Together, Zeno and LOKi will work alongside TNG Digital to develop and amplify growth-focused programmes to drive Touch ‘n Go eWallet as the champion of Malaysia’s cashless revolution. A+M has reached out to TNG Digital for additional information.
TNG Digital's head, brand and PR, Amelia Lim, said in the past two years, Zeno Malaysia has demonstrated exceptional capabilities in understanding the ever-changing market of the eWallet landscape.
"Recognising fintech as one of the key drivers of innovation and digital transformation for the nation, we are thrilled to continue the long-standing partnership with Zeno and at the same time extremely excited to welcome on-board LOKi who has been tasked to driving our social media presence on our Instagram page and YouTube channel," she added.
Zeno Malaysia's GM Amanda Leong said two years ago, it entered into uncharted territory and successfully navigated an integrated communications approach across both PR and social media.
"For Zeno Malaysia, this win further demonstrates the strong efficacy of our work. We look forward to evolving our approaches according to the ever-changing market and communicating amazing stories of Touch ‘n Go eWallet in a fun, engaging and very Malaysian manner to our audiences," she added.
When asked about her vision for the account, Leong told A+M that it is incredibly proud to be working with TNG Digital since the inception of its Touch ‘n Go eWallet in 2018 until now. According to her, the partnership is a testatment to the agency's vision to deliver real business impact for its clients - including Touch ‘n Go eWallet - through data-driven storytelling.
"As we head towards the inevitable cashless future, we’re happy to be a part of and continue this momentous evolution for the nation led by Touch ‘n Go eWallet. We hope to continue the journey alongside the brand every step of the way in achieving their vision of a cashless future because we believe the future is cashless too. This is especially true in recent times with the rise of contactless payments and transactions," Leong added.
Meanwhile, LOKi's MD, Loke Weng Leong, said the potential to engage, educate and build a deeper relationship with all Malaysians on these channels is unparalleled. "I am very proud that TNG Digital has placed their confidence in a homegrown independent agency and we look forward to working together with their amazing team," he added.
Futureproofing for 2021
When asked how TNG Digital plans to futureproof itself in 2021 and continue building brand love, Lim said it will constantly evolve alongside its consumers' needs and wants, going beyond simple purchase avenues, advocate for habitual usage, and educate and empower them to be financially resilient.
"Beyond a contactless, cashless and safe payment enabler that works not only for offline and online purchases, we also offer value add proposition through our #lebihbanyakekstra deals, and unique offerings too; via toll payments through our PayDirect and RFID features that no one else in the market can offer," she added.
Lim also explained that TNG Digital will continue to diversify and expand its services to look at being a provider of financial suites including asset management products and offer its services beyond Malaysians borders.
Recently, the company participated in ePENJANA, allowing eligible Malaysians to claim RM50 with Touch ‘n Go eWallet. According to Lim, this comes following the "resounding success" it had with eTunai Rakyat earlier this year with 70% claimants claiming their eTunai Rakyat with the company.
The Shop Malaysia Online campaign is also another government-led initiative in which Touch ‘n Go eWallet is rewarding users with up to RM200 cashback e-Vouchers. Meanwhile through its #JOMTEKSI initiative, it has also digitised the conventional taxi service where rides can be booked and paid for with Touch ‘n Go eWallet. Lim explained that this enables taxi drivers to earn additional income moving forward.
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