A social-led campaign launching Progresif’s MORE plan, focusing on more data at better value through vibrant visuals and everyday customer archetypes.
Project overview
The MORE campaign introduced a bold visual direction using a zesty lime paired with Progresif’s magenta to signal something fresh and youth-driven. The plan featured four data options, represented through four customer archetypes; Gen Z boys and girls, and millennial mums and dads. I led the visual direction and campaign design, the visuals were brought to life through photoshoots featuring real local people who aligned with each archetype.
The second phase of the campaign, #MORECHALLENGE, focused on TikTok to target the Gen Z market, featuring a 30-second jingle, local TikTok influencers, and encouraging public participation through user-generated content.
Challenges
Working as the art director and designer, I had to translate multiple data options into clear, engaging visuals during a fully digital rollout. Directing photoshoots with local talent, aligning content for different age groups, and ensuring the campaign remained effective across fast-moving platforms like TikTok were key challenges.
Results
The MORE campaign successfully adapted to shifting market conditions, delivering a fully digital customer experience across social media and Progresif’s webstore. The campaign contributed to meeting sales and acquisition targets at pre-pandemic levels and played a role in Progresif being awarded Mobile Operator of the Year – Brunei Darussalam at the Asian Telecom Awards, recognising both commercial impact and creative innovation.
A social-led campaign launching Progresif’s MORE plan, focusing on more data at better value through vibrant visuals and everyday customer archetypes.
Project overview
The MORE campaign introduced a bold visual direction using a zesty lime paired with Progresif’s magenta to signal something fresh and youth-driven. The plan featured four data options, represented through four customer archetypes; Gen Z boys and girls, and millennial mums and dads. I led the visual direction and campaign design, the visuals were brought to life through photoshoots featuring real local people who aligned with each archetype.
The second phase of the campaign, #MORECHALLENGE, focused on TikTok to target the Gen Z market, featuring a 30-second jingle, local TikTok influencers, and encouraging public participation through user-generated content.
Challenges
Working as the art director and designer, I had to translate multiple data options into clear, engaging visuals during a fully digital rollout. Directing photoshoots with local talent, aligning content for different age groups, and ensuring the campaign remained effective across fast-moving platforms like TikTok were key challenges.
Results
The MORE campaign successfully adapted to shifting market conditions, delivering a fully digital customer experience across social media and Progresif’s webstore. The campaign contributed to meeting sales and acquisition targets at pre-pandemic levels and played a role in Progresif being awarded Mobile Operator of the Year – Brunei Darussalam at the Asian Telecom Awards, recognising both commercial impact and creative innovation.