Campaign details

Brand: Boost
Brand owner: Axiata Digital Services Sdn Bhd
Lead agency: adaAsia
Country: Malaysia
Industries: Digital payments
Media channels: Mobile & apps
Budget: Up to 500k

Executive summary

Malaysia is predominantly a cash society. So when Boost, the e-wallet app, launched in January 2017 it faced the mammoth task of encouraging Malaysians to go cashless. 

After working with multiple agencies, Boost had amassed a substantial user base. However, this did not mean the users were long-term and would grow with the brand. This sparked the search for a partner with the same passion, including a penchant for data analytics. By moving beyond the typical client-agency relationship, adaAsia managed to evolve the strategy to accommodate the evolution of the app on a quarter-to-quarter basis.