TNG Digital has launched its campaign “Terus Go”, which is aimed to educate users on activating their PayDirect function available in the Touch ‘n Go eWallet mobile app for when they pass through nationwide tolls on the road.
Developed by Naga DDB Tribal Malaysia, the campaign features a three-part video series depicting the convenience of using PayDirect for toll payments. The three storylines communicate comedic scenarios of life’s “road block” encounters in which the PayDirect function acts as the key in getting through the tough situations.
Terus Go is currently running on digital, radio, print and out-of-home touchpoints, garnering a total of 3.7 million views on YouTube and Facebook since its upload in mid May. The brand also collaborated with local celebrities SonaOne and Nabilah Razali.
The first video of the series depicts a lady getting stopped by multiple men trying to impress her with pick-up lines. She then uses her PayDirect and managed to get past them. Another video shows a man encountering a ghost in the elevator who refuses to let him pass through until he uses his PayDirect. The third video features a pedestrian on his way home when he gets stopped by three fierce-looking men. He managed to get past them eventually with PayDirect.
“It was important to partner with an agency that understood the brief and were willing to go the extra mile to deliver more than a creative campaign, but an actual product that will benefit the consumers in the long-term, said Hew Lee Yee, marketing director of TNG Digital.
“Going the extra mile in creative development across multiple disciplines, digital and traditional, has given us a breath of fresh air. We are proud to have been appointed as lead agency for TNGD and are looking forward to greater work through future campaigns,” said Alvin Teoh, executive creative director of Naga DDB Tribal.
Watch the three videos here:
Meanwhile this Ramadan, Touch ‘n Go is ramping up marketing efforts for its eWallet this Ramadan by organising a cashless bazaar in Kampong Bharu. Besides receiving “Raya cashback” when they make payments through the eWallet, users are also given a chance to win cashback worth RM1,000,000 in the “Ketupat Runtuh” promotion. The company also partnered with EZ-Link to develop a dual currency Combi Card that will allow users to pay for urban mobility in both Malaysia and Singapore.