SAFE TRACKS

TitleSAFE TRACKS
BrandETIQA TAKAFUL BERHAD
Product / ServiceMOTORTAKAFUL
CategoryA03. Mobile Applications
EntrantCREATIVE JUICE KUALA LUMPUR, MALAYSIA
Entrant Company CREATIVE JUICE KUALA LUMPUR, MALAYSIA
Advertising Agency CREATIVE JUICE KUALA LUMPUR, MALAYSIA

Credits

Name Company Position
Sa’ad Hussein Creative Juice Kuala Lumpur Chief Creative Officer
Vj Anand Creative Juice Kuala Lumpur Creative Director
Lay Jian Yi Creative Juice Kuala Lumpur Creative Group Head
Kharlal Nisha Creative Juice Kuala Lumpur Copywriter
Minzzy Ooi Creative Juice Kuala Lumpur Designer
Chin Jin Cheok Creative Juice Kuala Lumpur Programmer
Hui Tsin Creative Juice Kuala Lumpur Managing Director

Creative Execution

We created a Google Play 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 partnered with local indie record label, The Wknd, and featured hard-to-get live sessions and B-sides from hit local 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.

Now, every time the youth listen to the tracks, they'll be reminded to drive safe and slow down. A simple way change behaviors and save lives. So, when they think about safer roads, they'll 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.

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.

Links
Mobile URL   |   Additional URL 1