Menjauhi Toyol Tanggungjawab Kita
Brand: Kocek
Role: Strategy & Creative Execution· with Lee Zhi En
Finally, someone
who takes coins!
Kocek is a coin exchange kiosk that turns unused coins into actual spending money, one stash at a time. Simply bring your coins to a Kocek location, exchange them, and get money you will actually spend.
Problem
Every year, 240 million of coins
sit unused instead of circulating.
Insight
Because each coin feels too small to matter, Malaysian youths just stash and forget about them.
Solution
Bring in the Toyol, an iconic Malaysian folklore to turn forgotten coins into an IRL threat people cannot ignore.
My Precious....
Toyols are Malaysian theif-gremlins. They're notorious for stealing small valuables at home: jewelry, rings, and loose change. There have been real-life reports where people attribute thefts to the Toyols. (it's real, you can look it up)
But why stop at the small stuff? We've found a much bigger jackpot hiding in plain sight: Malaysian's forgotten piggybanks.
A National Threat
Malaysians have been careless with their coins for far too long. And the Toyols have taken notice. With little resistance from the public, these petty thieves have grown bolder, expanding their operations into a full-blown national threat. From Toyol fleets to train wraps and neighbourhood touchpoints, we're sounding the alarm on Malaysia's forgotten coins.
The Only Safe Haven
We're turning Kocek locations nationwide into Toyol-free zones, giving Malaysians a place to exchange their forgotten coins and strike back at the source of the problem. Because exchanging your coins shouldn't just be another errand. It's a national duty to starve the Toyols of their loot.
And as a bonus? You get to fatten your actual wallet in the process.
Character designs
We've designed our own cast of coin-snatching characters to personify the millions of coins Malaysians have stashed away and forgotten about. After all, when every coin seems too insignificant to bother with, who's counting?
