The Campaign

In Malaysia, Branded Entertainment is still in its infancy. Most brands sponsor content through traditional media, with little to no interaction or engagement with consumers. On the digital landscape, some brands have started to leverage on games and apps. But, the content is typically generic, driven by the promise of expensive prizes. These campaigns result in short-term user-loyalty, barely making a mark before losing traction.

Results

MotorTakaful, a Malaysian auto insurance company, wanted to increase online enquiries from the youth. But, youngsters don’t care about road safety, let alone motor insurance. They like to speed, even though it’s their No.1 cause of death. We wanted to help change this lethal habit, so the next time they think about staying safe on the road, they'll think about MotorTakaful. Thing is, youngsters are tough nuts to crack. They don’t listen to speed traps or police summons, let alone PSAs. So, we had to reach them on the one thing they can’t live without - their mobile phones, through the one thing they will listen to - music. We created a mobile app that drives youngsters to slow down through free music. But, it couldn't be any music. It had to be exclusive enough to keep them coming back for more. So, we leveraged on local indie record label, The Wknd, to give us hard-to-get live sessions and B-sides from local music artists. To unlock tracks, users have to stay below the speed limit to earn Safe Mileage. Safe Tracks will detect the speed and speed limit within the area using accelerometer and geo-location technology. The more Safe Mileage they collect, the more tracks they unlock. Giving them more reason to stay safe and follow the speed limit.

Malaysia’s indie music scene is dominated by music from abroad. With little avenue for local artists to be heard, it’s hard for youngsters to get local music. So, we created a platform where youngsters can get their music fix, while staying safe on the road. We partnered with indie record label, The Wknd, to provide us with exclusive live sessions and B-sides from popular local music acts. One-of-a-kind content that youngsters will do anything for. Getting these tracks gives them bragging rights to share on social media and also gives local artists a new platform to launch their music.

Within 1 month of release, enquiry for MotorTakaful by our target audience increased by 30%. We reached our intended target, and made MotorTakaful a more relevant brand to the youth. We gave youngsters more motivation to stay safe on the road. And not only that, the next time they listen to their new tunes, they'll be thinking about MotorTakaful.