ETIQA DM, Case study SAFE TRACKS [video] by Creative Juice Kuala Lumpur, TBWA Kuala Lumpur

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SAFE TRACKS [video]

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Industry Insurance, Mobile applications
Media Direct marketing, Case study
Market Malaysia
Agency Creative Juice Kuala Lumpur
Chief Creative Officer Saad Hussein
Executive Creative Director Saad Hussein
Creative Director Vj Anand
Art Director Lay Jian Yi
Agency TBWA Kuala Lumpur
Released November 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
DIRECT LOTUS MOBILE MARKETING BRONZE

Credits & Description

SUB CATEGORY : MOBILE MARKETING
COMPANY ENTERING : TBWA KUALA LUMPUR, KUALA LUMPUR
ENTRY TITLE : SAFE TRACKS
BRAND : ETIQA INSURANS & TAKAFUL
ADVERTISER : ETIQA MOTOR TAKAFUL
DIRECT/ADVERTISING AGENCY : CREATIVE JUICE KUALA LUMPUR, KUALA LUMPUR
CHIEF CREATIVE OFFICER : SA'AD HUSSEIN
EXECUTIVE CREATIVE DIRECTOR : SA'AD HUSSEIN
CREATIVE DIRECTOR : VJ ANAND
COPYWRITER : KHARLAL NISHA
ART DIRECTOR : LAY JIAN YI
GENERAL MANAGER : YEE HUI TSIN
PRODUCTION COMPANY : AMRI ABU, KUALA LUMPUR
DESIGNER : MINZZY OOI
SOUND PRODUCTION COMPANY : CANANG STUDIO SDN BHD, KUALA LUMPUR
COUNTRY : MALAYSIA
SPECIAL EFFECTS COMPANY : AMRI ABU, KUALA LUMPUR
THE BRIEF : MOTORTAKAFUL WANTED TO INCREASE ONLINE ENQUIRIES ON MOTOR INSURANCE BY YOUNGSTERS. THE TRUTH IS, YOUNG PEOPLE JUST WANT TO HAVE FUN. THEY LIKE TO SPEED, DESPITE IT BEING THEIR NO.1 CAUSE OF DEATH. SO, WE NEEDED TO HELP THEM CHANGE THIS LIFE-ENDANGERING HABIT, AND GET THEM TO START THINKING ABOUT SAFETY.
THE SOLUTION : YOUNGSTERS DON’T CARE ABOUT SPEED TRAPS OR POLICE SUMMONS, LET ALONE PSAS. SO, WE DECIDED TO REACH THEM THROUGH THE ONE THING THEY CAN’T LIVE WITHOUT - THEIR PHONES. AND WITH THE ONE THING THEY WILL LISTEN TO - MUSIC. WE CREATED A MOBILE APP THAT USES ACCELEROMETER AND GEO-LOCATION TECHNOLOGY TO DETECT SPEED AND THE SPEED LIMIT WITHIN THE AREA. WHEN USERS FOLLOW THE SPEED LIMIT, THEY EARN SAFE MILEAGE THAT WILL UNLOCK FREE MUSIC TRACKS. WE FEATURED TOP LOCAL ARTISTS LIKE BLINK AND ALTIMET, MUSIC THAT MALAYSIAN YOUTHS CAN’T GET ENOUGH OF. SO, THEY CAN SAVE LIVES, WHILE LISTENING TO THEIR FAVOURITE BEATS. WE THEN LAUNCHED THE APP ON GOOGLE PLAY FOR THE YOUTH TO DOWNLOAD ONTO THEIR PHONES.
THE RESULTS : WITHIN 1 MONTH OF RELEASE, THE ENQUIRY RATE TO MOTORTAKAFUL INCREASED BY 30%.