GoPay MURAAAH
Client
Service
Industry
Turning a well-known financial service into a used one, city by city.
Agency
Scope of Work
- AI Contextual Programmatic
- Media Planning
- Precision Targeting
We chose relevance over reach. AI-powered precision put GoPay in the right cities, next to the right moments.
Challenge
Well known in the big cities, still finding its place in the smaller ones.
GoPay was already one of the most recognized names in Indonesia's e-wallet market. But being known and being used aren't the same thing. In the country's smaller cities, plenty of people knew GoPay without making it their first choice. A blanket national campaign would have spent most of its energy where the brand was already strong. The real opportunity sat in the smaller cities, where GoPay still had room to grow.
Approach
We shifted from broad reach to the cities that could still grow.
The bravest decision here was a media one. Instead of the reflexive nationwide push GoPay had always run, we reallocated to a surgical, city-by-city engine aimed only where adoption was genuinely soft. Using the brand's own usage data, we ranked cities by where interest was high but everyday use was still low, surfacing real opportunity markets like Pekanbaru, Palembang, Makassar, and Banjarmasin. Inside them we built four persona clusters, blue collars, university students, housewives, and white collars, then kept a light national presence to keep the brand visible while the city-focused effort did the real work. Media became the strategy itself, using the brand's own data to focus only on new users, not people who already used GoPay, so every Rupiah chased new adoption.
Execution
We showed up inside competitor moments, in the same feed, at the same time.
The sharpest tactic was AI-powered contextual targeting. We set triggers around the competition itself, rival logos, promo keywords, and the influencer faces audiences already trusted. When that content appeared on YouTube or across publisher networks, GoPay appeared with it, meeting a user researching a rival’s offer with GoPay’s Muraaah promise in the same feed, at the same moment.
Each platform played a distinct role in the funnel.
Every platform worked together, city by city. Meta and TikTok carried platform-native "Murah Moments" and short-form ad formats for discovery and cultural fit, tuned to how each persona scrolls. Streaming platforms (OTT) and YouTube intercepted audiences in their leisure time. On-device splash screens and notifications reached people the instant they unlocked their phones, timed to the moments they were most active.
Weekly optimization sharpened the engine as signals came in.
We monitored performance weekly before every monthly report, rotating creative, refining who we did and did not target, and adding new contextual triggers around competitor assets together with the client. The contextual and on-device work was custom-built, because precision that specific can’t be bought off a shelf.
Result
The smaller cities are exactly where the growth happened.
In the smaller cities we focused on, independent brand studies showed steady gains in how well people remembered and recognized GoPay. That's exactly where we wanted movement, and it's where it landed: awareness and intent to use both climbed, the clearest sign the brand was becoming a first choice.
Impact
+32%
increase in Awareness across the focus cities
+6%
increase in Intent to Use across the focus cities