The Brief

MotorTakaful, an online motor insurance company, wanted to connect with the youth. Truth is, the youth don’t care about motor insurance, let alone on an over-saturated digital landscape. They like to speed, even though it’s their No.1 cause of death. We wanted to help change this fatal habit, so they'll think about road safety and how to protect themselves. The problem is, youngsters don't listen to speed traps, police summons or PSAs. 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.

Creative Execution

It's not easy to stand out online, especially as an insurance company. Often seen as a nuisance, it's easy to become a blind spot, even in real life. However, with a simple mobile application, MotorTakaful managed to connect to the youth through music. A first for any Malaysian motor insurance company. It doesn't end there. Now, every time users listen to the tracks, they'll be reminded to drive safe and slow down. A simple way change behaviors and save lives. So, the next time they think about safer roads, they'll think about MotorTakaful.

Describe the creative solution to the brief/objective.

We created Safe Tracks, a mobile app that drives youngsters to slow down through free music. To unlock the music, 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. Then, to keep the youth coming back for more, we needed exclusive tracks. Partnering with local indie record label, The Wknd, we featured hard-to-get live sessions and B-sides from hit local indie artists.

Results

Within 1 month of release, the enquiry rate to MotorTakaful increased by 30%. Not only did we meet the intended target, we also made MotorTakaful a more relevant brand to the youth.