BCard debuts with 33 brands
Malaysia – With the launch of the all-new loyalty card called BCARD, BLoyalty, a subsidiary of Berjaya Corporation, has rolled-out an extensive ATL campaign to promote the offering with 33 brands on board as participating outlets.
The marketing push which kicked-off on 13 December is estimated to last for a duration of three to six months and carries the theme ‘The Card That Keeps on Giving'. However, BLoyalty has plans to renew the advertising campaign from time-to-time.
Print ads have begun running in several major English, Malay, and Chinese dailies including The Star, the Sun, New Straits Times, Berita Harian, Utusan Malaysia, China Press and Nanyang Siang Pau.
A commercial has launched across Facebook, BCARD's official website and TV monitors at 200 7-Eleven stores.
Digital executions have also gone live on various platforms and blog sites such as Twitter, Malaysian Today, and chedet.com with a series of events scheduled to commence at over 160 merchant stores (Starbucks, Kenny Rogers Roasters, Krispy Kreme Doughnuts, Wendy's, Papa John's, Borders and more) and roadshows at prominent locations across the Klang Valley.
Promotional booths will also be set up at Berjaya Times Square for ease of membership application.
BLoyalty has plans to extend the campaign outdoor (via out-of-home media channels). According to the brand, it is possible that radio advertising may be added to the overall initiative as the campaign progresses.
The main objective of the exercise is to create awareness around the card whilst boosting membership and updating members on the latest offers and merchant deals. The audiences targeted include young to middle-aged Malaysians.
Red Hot Media handled part of the media buying and planning for the campaign with Eyescream involved extensively with its creative aspects. While most PR duties were managed internally, Spin was engaged to assist with communications.
Digital executions were conceptualized by an in-house designer with some collaboration from Qinetics.
The BCARD is available in two classes namely Public BCARD and VIP BCARD.
Have you joined the campaign for free content?
Subscribe to Marketing and marketing-interactive for FREE:
- Berjaya Group Bhd
- Red Hot Media