HEALTH REPORT CARD

TitleHEALTH REPORT CARD
ClientAIA BHD
Product/ServiceINSURANCE
CategoryB03. Insurance
EntrantLEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Media STARCOM WORLDWIDE Kuala Lumpur, MALAYSIA
PR LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Production PHUTURE PHLOW FILMS Petaling Jaya, MALAYSIA
Contributing KINGDOM DIGITAL SOLUTION Petaling Jaya, MALAYSIA

The Campaign

Help children express how deeply concerned they are about their parents’ health

Creative Execution

200 kids were filmed taking a test. Their grades are shown to their parents – who react in typical Asian parent style - with genuine shock at poor grades. When it is revealed that it was their health that was being graded by their kids, it dawns on parents that their kids have been quietly observing and worrying deeply about the well-being of mum/dad – instead of just the other way round.

Social experiment video: 1.44 million views Report Card Test: 20,584 took test (KPI: 5,000) & 15,781 shares. Microsite: 60,314 visits Facebook: 134,596 likes PR Value Generated: RM432,961 Some doctors even extracted the filmlet from AIA’s Youtube site on their own, and circulated it in their medical school alumni whatsapp chat groups.

• Data gathering – Data was gathered via easy-to-understand health report cards filled out by children about their parents; in the form of school style grades familiar to all Malaysians. • Approach – Surprise (and move to tears) typical Malaysian parents who are totally unaware that their kids are quietly observing and worrying about their parents’ health.

Credits

Name Company Position
Mun Tip Liew Leo Burnett Malaysia Account Director
Iska Hashim Leo Burnett Malaysia Group Creative Director
Jovian Lee Leo Burnett Malaysia Creative Group Head
Daniel Heng Leo Burnett Malaysia Copywriter
Fung Lon Soon Leo Burnett Malaysia Art Director
Andy Ng Leo Burnett Malaysia Associate Account Director
Khairul Azri Md Noor Leo Burnett Malaysia Phuture Phlow Films
Fazlynne Majid Phuture Phlow Films Producer
S.Y. Chong Phuture Phlow Films Director Of Photography
Youli Hooi Starcom Mediavest Group Director of Human Experience
Aditi Roy Starcom Mediavest Group Planning Manager
Asreena Ramdan Starcom Mediavest Group Branded Content Manager
Links
Website URL   |   Video URL