Speaking to MARKETECH APAC, Diana Boo, Chief Marketing Officer at Boost noted how the mix-up around the Boost brand is something many Malaysians and even Boosties themselves have experienced for years, so they knew this was a conversation people could instantly relate to.

“Rather than approaching it in a serious or corporate way, we felt humour was the most authentic and engaging approach. Financial services campaigns can often feel overly formal, but Malaysians naturally connect with relatable humour and storytelling. More importantly, people tend to remember brands that entertain and connect with them, rather than brands that simply talk at them,” she stated.

The campaign was done alongside Kaki Sosial, the dedicated social content studio of Ballsy Group.

Diana mentioned how the campaign was rooted in answering the confusion among Malaysians about the brand–and how it was a real insight for them despite operating locally for a significant amount of time.

“The starting point for the campaign was a very real insight from everyday conversations. It was common for Boosties to hear questions like, ‘Which Boost do you work at? The eWallet or the juice company?’ despite how much the business has evolved over the years into a banking group,” she said.

Speaking about the campaign’s process, she added, “Together with Ballsy Group’s Kaki Sosial team, we explored how to turn that familiar reaction into a creative hook that felt distinctly Malaysian, playful and culturally relatable. What stood out to us was the boldness of addressing the perception head-on instead of avoiding it, and that ultimately became the foundation for the ‘Not Juicing, But Banking’ campaign.”

Beyond the playfulness and humour of the campaign, Diana shared that the campaign was designed to reinforce that Boost today goes far beyond its original e-wallet roots.

“While many Malaysians first knew us through digital payments, the business today spans a much broader ecosystem across financing, merchant solutions, fintech services and digital banking through Boost Bank. By using a simple but clear distinction through ‘Not Juicing, But Banking’, the campaign creates an easy and memorable way for audiences to understand that evolution. Beyond the hero campaign itself, this will also extend into more tactical and social-led storytelling around the broader solutions and services available within the Boost ecosystem today,” she explained.

Looking ahead, with Malaysia’s digital banking and fintech landscape becoming increasingly competitive, Diana shared that having strong brand clarity and differentiation is becoming more important than ever.

“This campaign helps create stronger understanding around the broader Boost ecosystem and how Boost Bank fits naturally within it as part of customers’ everyday financial journeys,” she said.

Diana concluded, “More broadly, it also reflects the direction we want the brand to move towards: modern, confident, relatable and digitally native. We want to build a brand experience that feels closer to how Malaysians actually live, transact and engage today, while continuing to reinforce accessibility, trust and financial empowerment”

The post ‘The e-wallet or the juice?’ Boost’s new campaign playfully clears up confusion with similarly-named juice brand appeared first on MARKETECH APAC.