When MyDigital ID launched in 2023, it entered a landscape marked by fear, confusion, and distrust. 

As MyDigital ID’s appointed PR and Marketing agency, Mechanikos started their work by measuring people’s awareness, understanding and willingness to adopt MyDigital ID.

Awareness stood at only 16%. Nearly half of Malaysians were concerned about data privacy, and 55% criticised the interface and usability.

In a country where scams, data breaches, and wariness toward government-led digital initiatives are part of daily conversation, these numbers signalled a potential national setback—threatening MyDigital ID with the fate of becoming “just another failed app.”

The core challenge was beyond visibility, it was sentiment. 

Traditional marketing frameworks lacked the sensitivity to measure emotional readiness, meaning mass media alone could not solve the problem. 

Without real understanding of what the rakyat feared and why, adoption would stall.

Mechanikos set out to fix that—by listening more closely, responding more transparently, and using real-time insight to shape how trust could be earned.

The Challenge

MyDigital ID was designed and campaigned by Mechanikos to serve all Malaysians across every state, language group, and level of digital literacy—a massive, diverse audience with equally diverse expectations.

Yet at launch, three major barriers stood in the way:

• Low awareness and understanding of what a national digital identity actually does
• High fear and misinformation, especially relating to privacy and government-owned data
• A fragile trust landscape, shaped by rising scam incidents and past digital project failures

Parents, youth, seniors, urban professionals, and rural communities all wanted the same thing: safety, clarity, and reassurance.

The challenge was evident: how could MyDigital ID build trust, educate the public, and accelerate adoption across a nation where digital doubt was the cultural default?

The Solution

The strategy centred on a sentiment-led framework—a continuous feedback loop built from Pendapat.my surveys and real-time social listening. 

This allowed concerns, misconceptions, and emotional triggers to be identified and addressed dynamically.

Three key strategic pillars shaped the approach: audience segmentation, cultural and linguistic adaptability, and sentiment-responsive content. 

Mass Malaysians across states, languages, and digital literacy levels—with tailored content for urban, rural, and underserved communities.

Campaigns were crafted in multiple languages with relevant cultural cues, ensuring the message felt inclusive and approachable.

When concerns around scams, privacy, or data misuse spiked, influencer-led explainers on MyDigital ID’s Common Criteria EAL3+ security standard were deployed—directly addressing the fears driving negative sentiment.

The solution was not merely technological—it was human-centred, culturally aware, and deeply empathetic to public sentiment.

The Campaign

The campaign rolled out from May to December 2024 in three strategic phases, each evolving in real time as public sentiment shifted. 

The first phase, running from May to July, focused on broad hero awareness. Radio jingles, and outdoor billboards drove mass visibility, while high-reach digital placements across YouTube, TikTok, and Google ensured younger and digitally active audiences were consistently exposed to the message. 

Throughout this period, the campaign anchored itself in the core promise of “Selamat. Pantas. Mudah.”, establishing a strong and unified positioning. Influencers were also activated early to seed trust, clarify misconceptions, and begin shaping a more confident narrative around Malaysia’s new digital identity.

From August to October, the campaign transitioned into the Tactical Education phase. 

Here, content became more benefit-specific, with the “Semuanya Selamat”, “Semuanya Pantas”, and “Semuanya Mudah” series breaking down the practical value of MyDigital ID. 

Explainer videos demystified security protocols, sign-up flows, and real-life use cases, helping Malaysians understand not just what MyDigital ID was, but how it protected and simplified daily life. 

These assets were pushed across Meta, TikTok, YouTube, and Google to maximise comprehension among digitally active segments while maintaining broad reach.

The final stretch, from October to December, focused on conversion and community engagement. 

Mobile roadshow trucks and kiosks travelled through major cities and rural towns, bringing the platform directly to the rakyat. 

On-site assistants helped Malaysians sign up on the spot, supported by QR-enabled digital onboarding for a seamless experience. 

At the same time, geo-targeted digital ads concentrated efforts in regions with lower adoption, ensuring resources were channelled where they were most needed.

Innovation played a crucial role throughout execution. 

Real-time sentiment triggers allowed the team to react within days whenever concerns spiked, deploying tailored content that directly addressed emerging fears or misunderstandings. 

Influencers generated “trust moments” by responding to sceptical posts and turning potential negativity into advocacy. 

Budgets were also managed dynamically, shifting mid-campaign toward platforms and regions demonstrating the strongest conversion potential. 

ROI was carefully tracked through a measurement framework linking spend to awareness, understanding, and completed registrations, enabling continuous optimisation and ensuring every ringgit delivered impact.

The Results

The campaign led by Mechanikos’ strategy produced a nationwide shift in awareness, sentiment, and adoption, delivering impact at a scale never before achieved by a Malaysian public-sector digital initiative. 

Awareness rose from 37.4% before the campaign to 47.1% during rollout, and ultimately to 51.3% by its conclusion—a 37% uplift that reflected strong nationwide penetration. 

Understanding improved significantly as well, with a 16% increase in comprehension and a 7.5% reduction in Malaysians who previously reported not understanding MyDigital ID at all.

Sentiment, once overwhelmingly sceptical, shifted dramatically toward confidence. 

Conversations that once focused on privacy risks and distrust evolved into discussions about convenience, security, and national digital progress. 

This emotional turnaround was mirrored in behaviour: registrations surged from just 80,000 in the first five months to 1.5 million after the campaign—an 18x increase that underscored the campaign’s ability to convert education into action.

Engagement metrics reinforced these gains, with significant spikes in keywords like “positive”, “trust”, “secure”, and “legit” across social listening channels. 

Users praised campaign assets as “cute but clear,” “finally something I understand,” and “this explains it properly,” reflecting the effectiveness of simplified and culturally attuned communication.

ROI indicators were equally strong as data-led optimisation reduced media waste, and sentiment spikes aligned directly with increases in registrations, demonstrating clear causality between message refinement and adoption results. 

By merging cultural understanding, sentiment intelligence, and agile execution, Mechanikos’ MyDigital ID successfully evolved from a low-trust initiative into a nationally recognised and embraced digital identity platform. 

The campaign not only delivered on its objectives—it reset public expectations for how government digital services can be communicated, understood, and trusted.

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For instance, artificial intelligence and data analytics now allow companies to craft hyper-personalized campaigns based on consumer behaviour and preferences. Meanwhile, social media platforms, powered by advanced algorithms, have enabled brands to connect with niche audiences through targeted advertising and influencer collaborations. Lastly, augmented reality (AR) and virtual reality (VR) are being used to create engaging, immersive experiences, such as virtual store tours or interactive packaging.

These cutting-edge tools, combined with the power of storytelling and real-time customer engagement, have redefined how F&B brands build loyalty and drive growth in today’s fast-paced, tech-savvy world.

In our latest What’s NEXT in Marketing interview, we recently caught up with Matthias Blume, vice president of marketing, ASEAN and South Pacific at The Coca-Cola Company to understand how new tech-driven marketing innovations have propelled long-lasting brands like Coca-Cola into continued relevancy, and what lessons regional marketers can learn when tapping into said innovations.

Immersive technology to blur the physical-digital divide

For Matthias, utilising immersive technology like augmented reality (AR) and virtual reality (VR) have allowed consumers to interact with the brand in immersive ways, blurring the lines between physical and digital experiences. 

In their case, such types of technology have been a defining feature of their global campaigns, including their ‘#TakeATaste Now’ outdoor campaign in 2023 which invited consumers to be able to change the 3D anamorphic creative on any screen in real-time using their mobile device.

“This shift towards digital engagement not only broadens our reach but also strengthens our connection with our consumers. By leveraging these cutting-edge technologies, Coca-Cola continues to push the boundaries of what’s possible in marketing, creating captivating brand experiences that forge stronger emotional bonds with our audience,” he explained.

In Asia-Pacific, AR has been part of its regional campaigns, including its Chinese New Year-themed limited edition packaging campaign which focused on the message of celebrating the festivities in style.

“Digital platforms have empowered brands like ours to connect with consumers in real-time, fostering deeper engagement and tailored experiences. AI-powered tools help us to analyse vast amounts of data, enabling us to understand consumer behaviour, preferences, and emerging trends on a deeper level. This data-driven approach allows us to deliver hyper-targeted and relevant content that resonates with target audiences,” he further added.

Storytelling being the core

Despite all of these technological innovations, Matthias stresses that storytelling should continue to be the core of any marketing innovation for brands. In their case at Coca-Cola, he states that storytelling is at the core of Coca-Cola’s marketing DNA which transforms their campaigns from simple advertisements into emotionally compelling narratives that resonate deeply with its audiences.

“Our brand is synonymous with happiness and connection, and shared experiences, and storytelling allows us to convey these emotions in a powerful and authentic way. Whether it’s through a heartwarming video, an engaging social media campaign, or our activations at global events like FIFA or the Olympics, we use stories to create memorable moments that resonate with people on a personal level,” he explains.

Matthias also shared that their campaigns like ‘Share a Coke’ and the more recent ‘Real Magic’ have skillfully utilised storytelling to highlight themes of joy, friendship, and togetherness. 

However, the true impact lies not just in the stories themselves but in their authenticity and sincerity. This blend of compelling narratives and genuine connection is essential for building meaningful relationships with consumers and cultivating lasting brand loyalty.

Some of those campaigns that invoke a sense of belongingness include its ‘Recipe for Magic’ campaigns–whether it’s about sharing together a meal at the confinement of your personal space with friends or exploring street dishes in your locality.

“Looking ahead, we will continue to invest in storytelling, seamlessly integrating it with emerging technologies. By embracing these innovations, Coca-Cola aims to strengthen the emotional connection with our audience, ensuring that our brand remains relevant and compelling in an ever-evolving digital landscape,” he said.

Influencers for further increased visibility

Speaking of storytelling, influencer marketing has been integral in making sure marketing for F&B brands truly stands out to consumers. For Matthias, by partnering with influential and credible individuals, their brand has been able to tap into their ability to connect with specific target audiences and leverage their endorsement to drive higher engagement.

“The rise of influencer marketing has significantly transformed the way brands reach and engage with consumers, particularly enhancing brand visibility and building consumer trust. Influencers serve as authentic voices who bridge the gap between brands and consumers, especially among younger demographics like younger millennials and Gen Z,” he explained.

It is important that for brands wanting to tap into the influencer marketing space, always consider working with a wide variety of influencers to engage with niche communities and extend the reach of its campaigns. At Coca-Cola, Matthias says that these collaborations are thoughtfully chosen to ensure alignment with the brand’s core values and messaging, as authenticity remains a top priority. 

Moreover, the genuine support of these influencers often fosters greater trust and credibility among consumers, who tend to view such endorsements as more sincere than traditional advertising. A good example of this would be ‘Coke Studio’, a long-running initiative in global markets where studio-recorded music performances by established and emerging artists are being featured.

When asked about their future plans for influencer marketing, Matthias said, “In 2025, we will continue to prioritise authentic partnerships and explore innovative influencer marketing formats. These strategies will allow us to foster deeper connections with our consumers and further enhance our visibility and trust within the market. By embracing these new formats, Coca-Cola aims to stay at the forefront of influencer marketing, creating meaningful and engaging experiences for our audience.”

Innovation fosters deeper emotional connection

According to Matthias, marketing innovations are pivotal in creating deeper emotional connections between brands and their consumers. For them, leveraging innovations like interactive social media campaigns, personalised digital content, and live experiences helps us connect with their audience in meaningful and memorable ways. 

Moreover, these innovations provide platforms for them to share their brand’s story and values in compelling, immersive formats that resonate deeply with consumers. 

He also added that they will continue to push the boundaries of innovation, exploring emerging technologies to forge even deeper emotional connections. It is worth noting that by integrating technology and creativity, the brand aims to go beyond traditional advertising, delivering personalised, interactive, and unforgeable campaigns that strengthen the consumers’ bond with the brand. 

“By consistently creating positive and memorable experiences, we cultivate a strong and deeper emotional connection with our consumers, which is key to building long-term brand loyalty and affinity. For example, AI-powered chatbots can offer personalised product recommendations and customer service, enriching the consumer experience. Additionally, AR experiences can transport consumers into immersive brand worlds, creating magical moments that leave a lasting impression,” he explained.

When asked about the future of marketing innovation for F&B brands, he stated that it will be fueled by the convergence of cutting-edge technology, sustainability, and the pursuit of extraordinary consumer experiences. For him, there are four key areas to consider to future-proof the marketing strategies for brands:

• Personalised Experiences: The use of AI and machine learning will become more significant in delivering tailored experiences to individual consumers, allowing for hyper-personalized content that aligns with their preferences and behaviors.
• Immersive Technologies: The integration of AR and VR will become more common, providing richer and more engaging brand interactions that create unforgettable experiences for consumers.
• Audience-Driven Marketing: Building strong brand communities and audience segments will be essential; aiming at empowering consumers to co-create content and experiences, enhancing engagement and fostering loyalty.
• Commitment to Innovation: Being dedicated to being at the forefront of marketing innovation, exploring new ways to connect meaningfully with audiences through cutting-edge technology, storytelling, and responsible marketing practices.

“We are committed to being at the forefront of marketing innovation, always exploring new ways to connect meaningfully with our audience. By integrating cutting-edge technology, timeless storytelling, and responsible marketing practices, Coca-Cola aims to lead the industry into the next era of innovation and growth,” he concluded.

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In this collaborative endeavour, Klook seeks to understand the intricacies of the local market as well as its distinct brand voice, using Google Cloud’s PaLM 2 to translate its activity content in ten languages. It then extends its capabilities, encompassing content creation and K.AI chatbot.

Said project focused on ensuring that Google Cloud’s generative AI translation activity is accurate, facilitating language proficiency on the materials including Bahasa Melayu and simplified Chinese that were increasingly tailored to the team’s desired outputs.

As a result, the local nuance and efficiency of translations improve with every iteration, giving Klook the confidence to scale its efforts across all activity-related content. It also excelled in preserving the nuanced tones and voices specific to each local market, a success recognised and scored by Klook’s team of linguists and brand marketers specialising in localization. 

Talking about the collaboration, Bernie Xiong, CTO and co-founder at Klook, shared his insights about the collaboration, stating, “We take great pride in being in-destination experts, from the moment our travellers begin their discovery of their dream holiday to the moment they book with Klook and ultimately throughout their in-destination experience. We are committed to make this entire journey seamless, effortless, and in the language that best suits our travellers’ preferences.”

“Our pilot proved that with Google Cloud’s generative AI capabilities, we can deliver this complete brand experience at scale without any compromise on content quality or accuracy. We will continue to innovate, bring new advancements for a more engaging platform, and solidify our standing as the brand of choice for travellers in Asia and beyond,” he added.

Furthermore, Klook aims to extend its use of Google Cloud’s generative AI beyond translation, incorporating the K.AI chatbot to enhance data security and interaction accuracy in diverse customer services.

This is in line with the company’s goal to implement PaLM 2 for content generation, streamlining vendor onboarding by automatically generating concise descriptions and details about activities. These advancements aim to improve overall internal employee productivity and contribute to a more efficient operational workflow at Klook. 

Meanwhile, Kathy Lee, managing director at Google Cloud in North Asia, said, “Klook’s use of generative AI has the potential to significantly boost both internal productivity and customer engagement, enhancing the uniqueness of their brand and value proposition while also strengthening trust and security for their customers.”

“They’ve already gained a crucial first-mover advantage in personalising and localising travel experiences with generative AI, and we look forward to our continued collaboration to further strengthen their digital leadership with cloud and AI across their business,” she concluded.

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Among its latest initiatives, UnionBank has embarked on the development of PayExpress, allowing clients to conveniently manage transactions by collecting official receipts from suppliers and vendors before the disbursement or crediting of payments. 

This new platform also comes with immediate generation of creditable withholding tax and invoice vouchers which enable direct sending of nominated email addresses to suppliers and vendors, once the receipts are collected and funds are credited to payees. 

Interestingly, a plan to adopt e-invoicing and e-receipt System is currently in the move, giving PayExpress the opportunity to assist businesses in adjusting to the changing tax requirements. This notable alignment offers a safe and effective platform for obtaining official receipts and producing necessary documentation like creditable withholding tax and invoice vouchers.

Another addition to this initiative is the establishment of UnionBank’s payroll digital account opening. With this solution, a more efficient, paperless, and fully-digital end-to-end ePaycard payroll and corporate disbursement solution can now be arranged by corporate clients to their employees. 

At the same time, corporations can also distribute salaries and offer a wide range of value-added benefits to their employees, allowing them to open an account at the convenience of their own home. 

Said banking solution also complements the upcoming regulation about bank account portability for workers, granting private sector employees the prerogative to select and change their preferred bank accounts, liberating them from the constraints of a one-size-fits-all banking system.

Furthermore, UnionBank has also revolutionised the present-day check deposits by the inclusion of a ‘remote check deposit’.  With RCD, corporate clients can effortlessly use a check scanner to deposit a hundred checks at a time online, eliminating the need for branch visits. 

As RCD supports deposits of both current-dated and post-dated checks, clients can conveniently track their status online, ranging from the warehousing to clearance and return. RCD also provides a clear display of cleared and bounced checks, making it a cutting-edge innovation in check payments, perfectly complementing the bank’s mobile check deposit service.

Meanwhile, the implementation of the check image clearing system has overcome the need for physically transporting checks for clearing since only check images and their electronic payment information were required to be transmitted to the paying bank. 

Moreover, when UnionBank introduced the Mobile Check Deposit (MCD) in 2020, it has already capitalised on the prevalence of smartphone use, allowing corporate clients to conveniently deposit checks anytime and anywhere. 

Throughout the years, UnionBank’s extensive array of products and services has already made it the go-to-choice for large corporate entities seeking a convenient, secure, and efficient solution for their day-to-day financial transactions. 

With their latest technological adoptions, UnionBank remains dedicated to its goal of elevating the banking experience of every business in the country.

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The platform will cater to new southeast Asian markets including Vietnam, Thailand, Philippines, and Malaysia in 2023 and 2024 and is set to provide online sellers with safe, fast, and reliable cross-border payment and financial services.

For this particular project, SMEs can now swiftly open a multi-currency world account to trade globally. In this case, money is deposited into the local collecting account of the sellers, where it will be immediately combined with the available amount. 

In addition, said world account provides a single user-friendly portal for sellers to manage their growing operations across countries and marketplaces. Sellers can then have tier stores, e-marketplaces and entities, while customising account statements accordingly for reconciliation.

Clara Shi, CEO at WorldFirst and Vice President at Ant Group, expressed her enthusiasm about this project, stating, “Building on our global fintech capabilities and strong success in China, Singapore and other markets, we are confident our secure and fast cross-border payment and e-commerce enablement services can help small businesses in Southeast Asia extend their international footprint.

Following its success in Chinese and Singaporean markets, WorldFirst will offer a hassle-free one-stop store opening services across global marketplaces. With an expedited process across 28 partner e-commerce platforms, set-up time for the seller goes down to within 24 hours.

Through this, sellers may now find a broad array of value-added professional services through WorldFirst and boost their growth in online advertising, logistics, and website development and management. 

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This innovative tool aims to optimise the internal productivity of the workplace as well as their employees’ workstyles through gen AI technology powered by Google Cloud. 

In particular, the assistant is set to streamline day-to-day tasks, enabling easier management of multiple projects and workflows for IPG Mediabrands employees.

Some of its features include an intuitive task management support which covers the project brainstorming to agenda-making for meetings. With a dedicated space for human creativity and strategy development, it also responds efficiently to user needs with time. 

Meanwhile, its capacity to understand 38 different languages enables smooth communication in various contexts and promotes inclusivity.

Speaking about this launch, Graham Wilkinson, chief innovation officer at KINESSO, said, “We couldn’t be more excited to launch our first of what will be many products leveraging gen AI, with the support of Google Cloud.”

“My Bot will take our workplace capabilities to new heights without compromising the humanity and thoughtfulness of our client-centric approach,” he ended. 

My Bot comes after IPG Mediabrands recently partnered with Google Cloud to integrate gen AI technology into product development. 

It is developed by the product team within KINESSO which works with Google’s PaLM 2 language model and boasts enterprise-level security to protect intellectual property throughout the workflow. 

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This collaborative effort came up with a campaign called ‘Project Yellow Canteen, which encompasses a solution to the long-standing problem of sanitation and diseases spread by insects through the discovery of flies’ aversion to the colour yellow.

Prior to the implementation, an on-ground experiment was conducted, with two tables: one painted in a bright yellow and the other left untouched. Results then observed that flies were attracted only to the non-yellow table, demonstrating the effectiveness of the flies’ dislike of the colour.

This particular discovery led to an on-ground initiative to paint the tables, benches, and walls in several Indonesian canteens with cheerful yellow hues. This has brightened school canteens and improved students’ well-being,  providing students with a cleaner and healthier dining experience. 

Since its implementation in October, ‘Project Yellow Canteen’ has now embarked on transforming cleaner and healthier dining spaces, with Dulux Indonesia showcasing the impact of innovative solutions and social responsibility.

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This combined effort is set to leverage the use of abandoned cars as a medium to showcase the effectiveness of Armor All’s cleaning products. With Malaysia’s cars being neglected on several roadsides in the country, this particular campaign allows the restoration and renovation of the appearance of the abandoned vehicles.

Results of the project then observed that revival of the products was effective, with each of the vehicles displaying a vibrant orange sticker that says, ‘Ride Revived by Armour All.’ These stickers were positioned deliberately in the window showing the view of the car’s original condition. This created a compelling visual and drew attention to the transformation.

Following this campaign, Aaron Abner Ang, head of marketing for Malaysia, Singapore and Indonesia at Energizer Holdings Inc., said, “Armor All has always been committed to delivering innovative and effective cleaning solutions to car owners. While our products enjoy broad visibility through our retail partners, we sought a medium that would unequivocally prove the efficacy of our products. The use of tangible evidence proved to be an effective way to achieve this goal. Additionally, these revived cars offer us a unique opportunity to raise awareness and bolster our brand’s credibility.”

“We are grateful for Havas’s dedication to the campaign. The creativity and proactive approach from the Havas team have made this collaboration a truly inspiring journey,” he added. 

Meanwhile, Donevan Chew, chief creative officer at Havas Malaysia shared, “Armor All equips car owners with all the tools needed to achieve a professionally cleaned look. We believe that there’s no better way to convince car owners of the efficacy of their products than by showcasing the results right before their eyes. The use of old, abandoned cars helps to amplify and dramatise the efficacy of Armor All’s products.”

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The funds raised will be channeled into future-proofing the company’s technology and development processes, as well as developing and expanding RPG’s brand-portfolio to create revolutionary consumer products. RPG currently hosts a suite of 10+ in-house international brands, including apparel & homeware brands Thousand Miles, Bottoms Lab, Montigo, Cosmic Cookware & more. 

RPG Commerce’s multi-brand business model launches, operates, and optimizes a globally successful suite of DTC brands by owning the development, production, and delivery processes end-to-end. Striving to create an exceptional standard of living for customers by creating innovative solutions to everyday problems, RPG is powered by cutting-edge back-end technology and a leading team of creative visionaries, which has resulted in a rapid brand portfolio expansion and customer base growth of 300% over the past year.

Melvin Chee, co-founder and CEO of RPG Commerce, shared, “RPG Commerce’s mission is to provide value that exceeds the expectations of our customers. We are proud to have delivered game-changing, customer-centric products and services by creating high-quality essential items through our DTC model that are accessible at their fingertips and delivered straight to their doorstep. With this round of funding, we aim to rapidly expand our talent pool across the entire organisation and enhance our technological capabilities in addition to expanding our suite of brands to further disrupt the consumer landscape.”

Evolving beyond its primary DTC business model, RPG’s ‘shared backend infrastructure’ enables other businesses and brands to leverage RPG’s technology framework through partnerships. Passionate about supporting independent businesses with in-demand products and solutions, RPG is also looking forward to empowering smaller businesses through incubation programs and acquisitions to expand its range of consumer-centric products across different verticals. 

Meanwhile, Willson Cuaca, co-founder and managing partner of East Ventures, commented, “RPG takes a multi-category, multi-brand approach, while retaining the roll-up model as an option, making them a unique and successful player in the e-commerce landscape. It is critical for DTC businesses to build traction internationally to ensure success, and RPG stands out as a company that has been able to grow a loyal customer base across the US, Canada, and Europe by building consumer trust through quality products and supply chain innovation. “

Cuaca added, “We are excited to support RPG on the next leg of their growth and are looking forward to watching the brand expand their portfolio and grow in new markets across Southeast Asia.”

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