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MyDigital ID

National Digital Identity Platform

Creative Direction | Social Media | Performance Media

Goals

When MyDigital ID launched in 2023, it faced a serious adoption challenge. Public awareness stood at only 16%, with 47% concerned about data privacy and 55% criticising the interface and usability. In a country where scams, data breaches, and distrust toward government-led digital initiatives are prevalent, these numbers signalled a potential failure — risking MyDigital ID becoming “just another government failed app.”

Insights

1. Raise awareness of MyDigital ID’s key benefits — security, speed, and ease of use — encapsulated in the tagline “Selamat. Pantas. Mudah.” 2. Build trust through education, addressing privacy concerns and demonstrating real-life value. 3. Drive urgency to sign up, converting awareness into active adoption.
Approach &
Solutions
The campaign ran May–December 2024 in three phases, adapting tactics based on evolving sentiment and survey insights. Phase 1 – Hero Awareness (May–July): Nationwide broadcast via TV ads, radio jingles, billboards, and high-reach digital platforms (YouTube, TikTok, Google). Campaign tagline “Selamat. Pantas. Mudah.” introduced consistently across all media. Influencer partnerships seeded trust narratives. 
 Phase 2 – Tactical Education (August–October): Benefit-specific videos & banners (“Semuanya Selamat”, “Semuanya Pantas”, “Semuanya Mudah”) distributed on Meta, TikTok, YouTube, and Google. Educational explainers demystified security protocols, signup processes, and service applications. 
Phase 3 – Conversion & Engagement (October–December): Mobile truck roadshows, kiosks, and physical booths deployed in high-footfall urban and rural areas. On-site signup assistance and QR-driven digital onboarding. Geo-targeted signup ads in regions with lagging adoption.

Data of
Numbers & Figures

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engagements
0
impressions
0
clicks to website
0
released year
0

Results

From May to December 2024, the campaign moved from nationwide awareness to high-intent conversion using the core tagline “Selamat. Pantas. Mudah.” By combining high-reach digital ads with tactical influencer trust-building and localized mobile roadshows, the strategy effectively demystified security protocols and closed the gap between urban and rural adoption. This phased approach successfully accelerated sign-ups and established MyDigitalID as the nation’s trusted digital credential.
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To Be or Not To Be

Mechanikos