Brand
Life Insurance
Association Malaysia (LIAM)
Campaign Name
LIAM #BukanExtra
Project Type
Digital Campaign
Awards
MARKies Awards 2021 –
Most Creative Social Media (Bronze)
Brief, Objectives & Challenges
Life insurance is a
snoozzzzzefest…
And because it’s perceived as an additional, unnecessary expense, it’s pushy, too.
Our challenge was to educate Malaysians on the necessity of life insurance, without boring or scaring them away.
The Big Idea
Life Insurance
#BukanExtra
We created the campaign “Life Insurance #BukanExtra” to tell our audience that, while life is extra with drama, life insurance is definitely not extra; it’s a necessity.
We developed an interactive microsite where we the audience can be direct their own drama. Well, when we say “their own”, we meant, clips of unexpected, extra events that the audience can put together to make their own stories. With the many options to choose from, we wanted the audience to watch the drama again and again, so that our message are repeated.
A contest was launched for engagement with Instagram GIF stickers, and the winner was featured in our final video.
Activation
Website
Video production
Social media content
Instagram Stickers & Contest
Results
MARKies Awards 2021
Most Creative Social Media (Bronze)
1.5 mil
Video views
10.7%
Visitors shared on social media
14 mil
Impressions
170k
Social engagement
Awards
MARKies Awards 2021
Most Creative Social Media (Bronze)
