PLUS

EXPEDITING AWARENESS OF A NEW ELECTRONIC PAYMENT SYSTEM FOR ROAD USERS
Project Overview

In 2014 and 2015, key personnel from Fusionbrand were engaged by PLUS to develop a comprehensive awareness campaign for its new Electronic Payment System as part of the plan for toll plazas throughout its network to go cashless. The objective was to educate road users about the toll plazas, the fact that they were going cashless and to encourage them to use Touch n’ Go and SmartTag by offering incentives such as rebates.

The campaign included the conceptualisation and design of a series of print ads, media buy and media placement in top English and Bahasa Malaysia newspapers as well as distribution online.

Results were impressive with take up rates of the Touch n’ Go cards and SmartTags exceeding expectations and resistance to the changes minimal.