T.P. the Thumb

7. Commerce Kancils [7.10 Creative Effectiveness: Commerce]

Links:

https://www.youtube.com/watch?v=MZl8i0yH8ZU

Product/Service:

Insurance

Client:

Tune Protect

Brief:

Insurance is not something young Malaysians take seriously. It's expensive. Difficult. It can even be daunting (and awkward) to deal with agents. Tune Protect wanted to empower Malaysians to navigate an end-to-end insurance process with confidence - without an agent, and all online.

Solution:

With phones, everything is controlled using your thumb - launching an app, scrolling a page, clicking buttons. So, we created T.P. - Malaysia's very first THUMBFLUENCER. He's like a human influencer, but thumb. His job was simple '“ let Malaysians know that insurance is easy to understand, insurance is inexpensive, and insurance is important. Sign up for a Tune Protect plan by using your thumb '“ just CLICK TO START. We made T.P. stand out like a sore thumb. First, he taught Malaysians to decipher those difficult insurance lingos, via social media. Then, he showed how easy it is to sign up for a plan on YouTube videos, on many social postings, on billboards, on buildings, and at various on-ground events. Everyone likes things to be easy '“ and it showed with T.P. because premiums collected increased by 3.8 times, while number of customers increased by 8.3 times during the campaign period.

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