Creative Execution

We made superstition the enemy by promoting it. We created a fictitious, sleek lifestyle brand on social media called Unsuay that they could ‘buy’. Unsuay released a collection of products that claimed to undo the ‘suayness’ (bad luck) of cancer. We created two brand pages on social media and pushed out three realistic online shopping ads each featuring an Unsuay product. Further, we produced three YouTube bumper ads showcasing our Unsuay products in all their glory. It looked, sounded and felt real. We also developed two brand films introducing the founder of Unsuay playing up how our “cancer-warding” products were made. We released a series of GIF and carousel ads on social media to build hype and talkability. Clicking these ads led audiences to landing pages revealing that PruCancerX, not superstition, could effectively provide coverage.

Our unconventional and risky approach (especially for an Insurance brand) in this campaign effectively caught the eye of Malaysians. The Unsuay products received 80% positive sentiment on social media. We received requests to buy the Unsuay products. The brilliant plot twists in the “making-of product” video clips captured the attention of Malaysians, peaking at 6.1 million views with a 70% completion rate. And when we revealed that Prudential was behind this campaign, we obtained an incredible 47% engagement rate with our social media ads. Our campaign has appeared in more than 10 publications within the first week of launch and this secured us approximately RM190,515 worth of earned PR value.

Whenever the taboo topics of accidents and critical illnesses are raised in a conversation, our target audience’s instinctive reflex is to say ‘Touch wood!’ or ‘Choi!’. They also gently slap their lips to brush off these so-called ‘curses’. Our social-cultural sensibilities do not encourage a candid and frank discussion of the consequences and the possibility of a life with critical illness. Not being able to talk about it is the enemy that we want to eradicate. So, we turned the conversation killers into conversation starters, by bringing to light how “Superstition can’t cover you”. It was delivered in a tongue-in-cheek tone that resonated with our light-hearted young Malaysian audience.