U Mobile humanises new GoPayz e-wallet with Bawang Boy mascot

If you have checked out the website of U Mobile's latest e-wallet GoPayz, you would have notice a character dressed in turquoise blue with its head shaped like an onion. Known as "Bawang?Boy", the mascot aims to drum up hype for GoPayz and humanise the brand.

In a statement to A+M, CMO Jasmine Lee said when the telco started looking at how it wanted to brand and market GoPayz, the team realised that traditional financial services is marketed poorly - often cold, bland and unimaginative. She added that the team had to convey to consumers that GoPayz?is not just an e-wallet but offers revolutionary digital financial services to everyone.

Working with Isobar, it came up with?Bawang Boy to illustrate?the idea that anyone can now have access to affordable digital financial services.?Bawang Boy is always seen posing with the "OK" hand gesture, which according to Lee, represents GoPayz's tagline "All Also OK". "Although universal, there?s nothing more Malaysian to it than the OK gesture when we communicate and signal ?All is good? or ?Boleh?," she explained.

This is a mnemonic that we use consistently in our creatives and also when whenever we do any photo opportunities.

Lee added that the team is very pleased with Isobar's idea and that the "OK" gesture represents what GoPayz is all about - consumers are able to do just about anything using the e-wallet.

"That?s just the beginning. We have more exciting characters in store and will be revealed (in due?time) to just bring home the point of inclusion, which is also a guiding principle for all of us at GoPayz," she said.

U Mobile is currently on the look out for?for agencies to manage prepaid?creative and social duties. The incumbent on the prepaid account is The Clan while Reprise Digital manages social duties. Six agencies were shortlisted for the telco's social account -?Reprise, Entropia, Orion, Digitas, Havas and Creative Unicorn.

(Photo courtesy: U Mobile's website)