Consumer rewards firm BonusLink names integrated agency partner

Malaysian consumer rewards programme BonusLink has appointed PHD Malaysia and its content arm, Drum, to handle integrated communications and media duties in Malaysia for a year following a pitch. A+M understands the account is approximately RM8 million.

PHD will tie-up with influencer marketing network Getcraft to deliver communication strategies, creative and content production, as well as media planning and buying for BonusLink. Among the brand's list of key partners include Shell, Parkson, AmBank, Focus Point, and Agoda. This is the first time BonusLink had announced a search for a full-fledged integrated agency partner.

PHD was appointed because of its "solid understanding" of Malaysian consumers and their attitudes towards loyalty programmes, the press statement said. It added that the agency also demonstrated its ability create emotional affinity with consumers through the concept of rewards.

Following the appointment, BonusLink and PHD rolled out a campaign to bring the brand's refreshed brand philosophy of "Every moment is a bonus" to life. The campaign will run for four months across digital and OOH. When asked what inspired the new brand philosophy, a spokesperson said that BonusLink believes in enhancing every day experiences with exciting perks and promotions because life should be more rewarding.

"By standing for innovation, BonusLink’s latest transformation to move with the current times features a brand refresh as well as the launch of the BLINK app. This is aligned with the company’s new brand philosophy that extends the concept of rewards into something more current and relevant, and making ‘every moment a bonus’," the spokesperson said.

BonusLink is targeting one million downloads of BLINK this year and encourages usage through its various new features and functions. By showcasing the concept of bonuses extending to even the little things in life, the spokesperson explained that the approach creates impact through advertising, building an authentic buzz through a mix of influencers and encouraging consumers to learn and relate through a variety of content. Additionally, BonusLink will also be using the power of existing brand partnerships to extend the reach of the campaign even further.

CEO of BonusLink, Melvin Ooi, said the company needed a partner which not only understands the changing pulse of Malaysian consumers but also the brand's unwavering commitment to its members. “Backed by distinct creative thinking and a sound data strategy, PHD Malaysia proved to be the perfect partner with their ability in providing relevant insights to build a robust approach for delivering on our business ambition,” he added.

Meanwhile, PHD Malaysia's MD, Eileen Ooi, said the pitch was a great demonstration of PHD’s challenger approach, combining the power of agile data strategies from Omni and innovative solutions from both media and creative. "We are delighted to support Bonuslink in their brand transformation journey and look forward to continuing to drive further innovations in the business," she said.

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