Not The Juice But The Bank
12. Craft Kancils [12.21b English Copywriting: Campaign]
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Links:
Product/Service:
Financial Services
Client:
Boost
Brief:
To Malaysians, “Boost” meant two things: a fruit juice brand or an e-wallet. Neither made people think of a bank. So when we relaunched as a full-fledged digital bank, we skipped the boring corporate ads, laughed at the mix-up, and addressed it head-on.
Solution:
We turned our biggest naming liability into our creative advantage. By borrowing the bold visuals and appetite appeal of juice advertising, we hooked Malaysians with what they thought they knew, then revealed the full-fledged banking benefits they didn’t. We didn’t fight through the confusion. But instead, we squeezed every drop of it to prove Boost is more than just an e-wallet, and definitely not a juice bar.
