Results and Effectiveness

Every time the youth listen to these tracks, it will serve as a reminder to slow down and stay safe. So the next time they think about road safety, they'll also think about MotorTakaful. 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.

Creative Execution

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 Safe Tracks, a mobile app that drives youngsters to slow down through free music. To unlock the tracks, users must 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. And they couldn't be just any tracks. They needed to be exclusive enough to keep the youth coming back for more. So, we partnered with local indie record label, The Wknd, to give us hard-to-get live sessions and B-sides from hit local artists.

Insights, Strategy and the Idea

MotorTakaful, an online motor insurance company, wanted to connect with the youth. Thing 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 life-endangering habit, so they'll start caring about road safety, and know that MotorTakaful is always looking out for them.