Celebrating Malaysian Drivers
Concept, Creative direction, copywriting, content strategy
Motor insurance is at best a low involvement category, and most certainly a grudge purchase. In Malaysia especially, where the industry is highly regulated, there is very little to distinguish one Insurance Company from another. It’s almost as though the Insurance Companies involved see no reason to create a brand relationship with their consumers.
Moreover, the bulk of Malaysian car owners purchase their car insurance through agents or franchised car dealers. As a result, many consumers are literally unaware, or simply don’t care, who they’re insured through (until they need to claim, or course).
Radio ads for the same campaign
