|Title||HEALTH REPORT CARD|
|Product / Service||INSURANCE|
|Entrant||LEO 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|
|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|
Help children express how deeply concerned they are about their parents’ health
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.