Touch 'n Go or smart card is used by Malaysian toll expressway and highway operators as the sole electronic payment system. The credit card-sized smart card is made of plastic with Philips' MIFARE Classic microchip technology embedded in it.
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Objective:- To create an advertising campaign to persuade the target audience to invest in a Touch ‘n Go card and become a regular Touch ‘n Go user.
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Target Audience:- Malaysians who do not use or own a Touch ‘n Go card.
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Single-Minded Proposition (S.M.P):- Keeping you on the go all the time.
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Tagline:- That’s fast, that’s smart.
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Big IDEA:- Help the user save time by avoiding queue at auto-pay machine or tolls.
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Print Ads
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Radio Scripts
SFX: *Engine running and distant motorcycle horn*
MVO: Walao eh.. Jam again.
SFX: *Funny ringtone*
MVO: Yes, dear. I’m on my way already.
SFX: *chipmunk female voice*
MVO: Really, dear, I’m on the road. Yes, I know you’ve been waiting for me for 3minutes and 27.6 secs. But you know how jam the Federal Highway is on weekends. Everyone else is out there shopping too.
SFX: *angry chipmunk female voice*
MVO: No no no, I’m not blaming anyone. *sigh Okok, later I’ll take you to that fancy dining place you told me about. Ok?
SFX: *chipmunk female voice asking ‘did you bring your TnG?’*
MVO: Yes, I have my Touch n Go.
SFX: *chipmunk female voice sighing and making suggestion*
MVO: Oh ya hor! Can take NPE. There are dedicated Touch n Go toll lanes so it’ll be less congested and I can get to you faster. Mmmwah.. You’re so smart, dear.
NVO: Why spend so much time in traffic? Save those minutes for the moments that matter.
Touch n Go. That’s Fast. That’s Smart.
SFX: *Crowd in background*
FVO: Ahhhhh I’m so nervous for today’s test. Faster la. I don’t want to miss the train.
We really really cannot be late today.
MVO: Walao eh. So many people at the token machine.
FVO: Aiya, just use Touch n Go la.
MVO: I dont have leh.
SFX: *Train arrive*
FVO: Eh, the train arrive dy. Wei, I go first ah.
MVO: Eh eh eh. Wait for me la
SFX: *Touch n Go beep*
FVO: I don’t want to be late. You take care of yourselves la.
MVO: Oh my god, you’re so cruel
FVO: Bye byeeeeee
SFX: *Train door closing*
NVO: Why spend time queueing at the token machine? Save those minutes for moments that matter.
Touch n Go. That’s Fast. That’s Smart.
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Advertising Campaign | Copywriting Project
Project Date | Sept 2016
Duration | 3 months
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Client | Touch 'n Go Sdn Bhd
Designers | Ks Hiew, Kong WaiYi, Leong Pei-Zan
