Campaign details

Brand: Hotlink
Brand owner: Maxis Berhad
Lead agency: Ensemble Worldwide, Initiative Malaysia
Country: Malaysia
Industries: Digital payments
Media channels: Games & competitions, Online display, Online video, Public relations, Radio & audio, Search marketing, Sponsorship - event, property, Virtual & augmented reality
Budget: Up to 500k

Executive summary

Hotlink Cash Online (HCO) is a new payment option which allows users to use prepaid credit to make purchases. But only 0.8% of Hotlink users were using it. So, we newsjacked the one internet trend that's bigger than sex – Pokémon Go. With a headline-making partnership with Grab, we created the PokéMobile. Every aspect of the campaign was designed to maximise Hotlink Cash Online's exposure by strategically feeding the hunger for Pokémon Go news. The PokéMobile stimulated first-time trial for HCO and increased usage of the payment service.