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Touch 'N Go Appoints Grey

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Malaysia to handle brand repositioning communications plan

Touch 'N Go Appoints Grey

Grey Group Malaysia has been appointed to handle a brand repositioning communications plan for Touch ‘n Go following a three-way pitch held earlier in May this year.


The brief is to create awareness of Touch ‘n Go’s 6,000 reload point locations, its multiple payment
methods as well as introduce a consistent look and feel across all reloadstations. Touch ‘n Go wants to build its brand affinity in the market as a highly convenient micro- payment card which can be reloaded in many places besides toll plazas and used at multiple lifestyle touch points.
Touch ‘n Go has been introducing new reload point locations and value added services for the past few years, however consumers are not aware of its many new offering.


The communications plan will be rolled out in August via social media network as well as radio, digital and activation campaigns.

“Touch ‘n Go can also be used at several popular food outlets as well as movie theatres and
medical facilities. However, the usage has been very low in these areas. We have up to 6,000 reload touch point locations nationwide and want to ensure that Touch ‘n Go users are aware of their many reload options,” explained Abdul Karim Md Lassim, CEO of Touch ‘n Go. “Grey presented the most accurate and appropriate communications plan that matched our brief and also introduced an extra element on bridging the gap between the brand and our customers. We’re very excited to work with Greyand see the campaign come to life soon,” he added.



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