Digital Campaign | LIAM MY | MediaCliQ Malaysia

LIAM #BukanExtra LIAM #BukanExtra

Brand

Life Insurance
Association Malaysia (LIAM)

Campaign Name

LIAM #BukanExtra

Project Type

Digital Campaign

Awards

MARKies Awards 2021 –
Most Creative Social Media (Bronze)


Brief, Objectives & Challenges

Life insurance is a
snoozzzzzefest…

And because it’s perceived as an additional, unnecessary expense, it’s pushy, too.

Our challenge was to educate Malaysians on the necessity of life insurance, without boring or scaring them away.

The Big Idea

Life Insurance
#BukanExtra

We created the campaign “Life Insurance #BukanExtra” to tell our audience that, while life is extra with drama, life insurance is definitely not extra; it’s a necessity.

We developed an interactive microsite where we the audience can be direct their own drama. Well, when we say “their own”, we meant, clips of unexpected, extra events that the audience can put together to make their own stories. With the many options to choose from, we wanted the audience to watch the drama again and again, so that our message are repeated.

A contest was launched for engagement with Instagram GIF stickers, and the winner was featured in our final video.


Activation

Website

Video production

Social media content

Instagram Stickers & Contest

Results

MARKies Awards 2021

MARKies Awards 2021

Most Creative Social Media (Bronze)

1.5 mil

Video views

10.7%

Visitors shared on social media

14 mil

Impressions

170k

Social engagement

Awards

Results

More of Our Works