GoPay wins hearts with touching spot


When GO-JEK first put out GoPay, no one expected it to go toe-to-toe with market incumbents; only of late did the Indonesian-based mobile wallet gained traction and its latest touching spot gives it a nice boost.

This new advertisement spot, making its debut in January 2019, shows how GoPay enables a family to go through life; specifically, it has a narrative that wins hearts. It’s a touching spot and saying anymore will spoil it all:

The execution of the main narrative and its twist has caused this commercial to go viral. Further to that, it became explosive the moment it appeared on TV and in cyberspace. Before GoPay or its agencies know what happened, the narrative started accelerating its organic reach.

Beyond going viral, this touching spot also enabled GoPay to hit its new users acquisition target within two weeks.

The brains behind this touching spot consist of Director Hafiz Ibrahim, Passion Pictures, and GO-JEK’s own Creative Labs.

For those who want to reach Passion Pictures, just click here.

Text by: Victor Yap

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene