Go-to-Market Strategy
Marketing Strategy
Campaign Strategy
Public Relations
Strategic Partnerships
Government Relations
Pay it all with your phone
The situation
Southeast Asia is the fastest growing mobile economy in the world. But with lagging infrastructures, a large population of the region remains unbanked/underbanked. Razer, the brand that enjoys almost cult-like status in the gaming community decided to launch RazerPay - a mobile wallet designed to bridge virtual worlds and physical stores in the region. Users are able to pay for their coffee at Starbucks, shop, pay bills, purchase movie tickets, gaming credits and even P2P transfer all via the app.
The goal of launching RazerPay’s global debut rested on my shoulders as the Country Manager of Malaysia.
Case Study #1
By partnering with strategic brands like Starbucks, 7-Eleven, Krispy Kreme and other top consumer brands, it guaranteed appeal to all Malaysians due to its massive network of thousands of stores nationwide.
We began designing the entire user journey from signup to the magical moment of getting an espresso without ever opening your wallets. This experience was what drove #RazerPay haul to be a thing on Instagram, and essentially earned RazerPay the top spot on both the App Store and Play Store.
RazerPay had 600,000 signups within 8 days of launch;
and that got it to the #1 Free App on the App Store & Play Store.
By designing the entire experience - from online to offline, RazerPay saw a massive spike in signups when Malaysians kept sharing their “RazerPay hauls” and their experiences on Instagram.
Case Study #2
Razer partnered with a conglomerate (Berjaya Group) to work on a campaign designed to encourage user acquisition, retention, and to donate to a national recovery fund.
Tabung Harapan was a recovery fund started by the Malaysian government after 1MDB. Businessman Tan Sri Vincent Tan donated MYR10 towards the fund with every purchase made by Malaysians via the RazerPay app.
Working with the Product team, we showed a live ticker within the app that was updated every time a fellow Malaysian made a purchase. At the end of the campaign, we raised a total of USD1 Million that the Berjaya Group donated towards the recovery fund.
This campaign was designed to invoke a sense of community, and a partnership between large conglomerates, tech, and a population of 31 million people.
