Half of all Malaysians are banked and own a Debit card in their pockets. But with over a dozen ways for them to pay and a greater familiarity for bank transfers and e-wallets, only 13% of them are using their Debit cards for online purchases today.
How do we get the 53.5 million-strong nation to see Mastercard as their go-to way to pay for online shopping?
Malaysia’s economy is rebounding with consumers using online shopping as a way to regain a measure of control over their lives. This rise is matched by an alarming increase in opportunistic fraudsters prowling e-commerce sites for victims.
After living through two years of tumultuous change and fear, Malaysians are gravitating towards brands that can give them a personal sense of assurance and safety.
Mastercard is in the prime position to offer much needed security to protect every kind of online shopper there is.
The Malaysian Way to Pay
We drew direct inspiration from Malaysians themselves, personifying Mastercard’s safety and security features through figures that Malaysians would personally trust to have their back.
Key Visuals
Just as they trust their fathers, sisters, brothers and grandmothers to protect them, they can trust Debit Mastercard.
These key visuals were crafted to feature multiethnic talents that represent the major races of Malaysia.
Kawan: Malay word for “friend”.
Papa: universally understood term of endearment for “father”
Abang: 1) Is a malay word which means brother; 2) an endearment for a husband, like dear or honey
Nenek: Malay word for “grandmother”
Adaptations
The key visuals were adapted into multiple formats for social media and OOH release.
Merchant Offers
We extend the same degree of instant relatability to Mastercard-only merchant offers.
