MOL's US$2m campaign aims to increase its uptake across the region

MOL will launch a year-long campaign to increase the take-up of its MOL Points across the region as currency for online social and gaming applications.

The campaign, which rolls out in the fourth quarter of this year, will target consumers in India, Indonesia, Malaysia, Philippines, Singapore and Thailand, highlighting the ease with which a user can sign up and top up MOL Points. MOL says the campaign would be done in house, but the company is also currently reviewing proposals from ad and media agencies.

As part of this campaign, MOL plans to sign-up new physical channels, media partners as well as application developers.

“More than half of this new investment will be pumped into Facebook ad campaigns. This is just the beginning of an aggressive campaign and certainly a bold statement to show that MOL is committed to helping Facebook truly monetise Asia,” said Ganesh Kumar Bangah, group chief executive officer for MOL Global. 

Using real money, MOL Points can be purchased across Asia at 7-Elevens, cybercafes and bookstores, banks, and mobile providers. MOL payment systems allow online users in Asia to make purchases on a variety of online content and services, including Facebook games and online game subscriptions.