MWA onMobile Marketing Campaign 2023
- Apr 8, 2025
- 3 min read
Transforming a government service into a story people want to share
🎯 The Challenge
In 2023, the Metropolitan Waterworks Authority (MWA) aimed to increase public awareness and usage of its mobile application, MWA onMobile — especially among urban residents who were still unfamiliar with the app’s features, such as checking water bills, making payments, reporting issues, and staying updated with news.
The key challenge was: “How can we make a government app feel approachable and relevant to a younger audience?”
💡 My Role
As the Creative Director and Campaign Strategist, I led the project from start to finish — from conceptualizing the campaign and crafting the content to overseeing the production of key media assets.
Here’s what I was responsible for:
Analyzed audience behavior and uncovered a core insight: “People hesitate to use the app because they assume it’s complicated.”
Developed a campaign direction that made the app feel easy, fun, and approachable.
Defined the key message, mood, and tone to be used consistently throughout the campaign.
Directed the production of a Japanese-style 2D animation, used as the main promotional video.
Collaborated with MWA’s marketing team to plan the media rollout and maximize reach within the available budget.
📈 The Execution
The campaign used a warm, Japanese-style 2D animation as the main storytelling tool — designed to feel like a mini-series that reflects urban life and shows how the app can solve everyday problems.
I applied a UX Content Thinking approach to storytelling:
It wasn’t just advertising — it was a relatable story that people could emotionally connect with and want to share.
Ended with a simple, non-intrusive Call to Action, making it easy for users to take the next step without pressure.
🌟 The Results
✅ Achieved a total reach of 1,080,000+ views across Facebook and main digital channels
✅ Received positive feedback from MWA’s marketing and public relations departments
🧠 What I Learned
This project reaffirmed what I truly believe:
“Great content doesn’t need to sell itself — it just needs to understand people well enough that they want to use it.”
Understanding real insights, combined with a structured creative process, is the key to proving that government campaigns don’t have to be boring — they can be human, clear, and engaging too.
🛠 The Creative Process
To ensure that the campaign would both tell a compelling story and travel far across platforms, I designed an Agile-inspired workflow in collaboration with the production and media teams. The process was divided into five key phases:
1. Insight & Ideation
Analyzed audience behavior to understand user mindsets
Identified a core insight: “People are hesitant to use the app because they think it’s complicated.”
Developed this into a clear key message and an accessible animation concept
2. Story Development & Content Structure
Wrote scripts using UX storytelling techniques
Designed friendly and relatable characters and scenes
Structured pacing to build emotion and engagement from start to finish
3. Production & Platform Optimization
Produced the main video using 2D Japanese-style animation
Edited versions of the video in multiple formats to suit each platform:
16:9 for Facebook and YouTube
9:16 vertical format for TikTok and Instagram Reels
4. Posting & Media Planning
Planned a posting calendar and selected distribution channels based on audience segmentation
Adapted tone and captions to fit each platform’s context(e.g., concise for TikTok, more informative for Facebook)
5. Tracking & Optimization
Monitored performance metrics, including reach and engagement
Adjusted captions, thumbnails, and posting timing to align with user behavior and improve results
🔸Presented the overall theme for the main animation
🔸Proposed two alternative plot directions for client review
🔸Developed the treatment and designed the main character
🔸Storyboard
🔸Screenplay
🔸Pirot / Animatic
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