Healing Tanpa Pening

7. Commerce Kancils [7.8 Best use of Cultural Insights in Commerce]

Links:

Product/Service:

Travel Insurance

Client:

Tune Protect

Brief:

Travel is favourite pastime for Malaysians. Staycations, local destinations, regional destinations, faraway destinations '“ Malaysians will take a break whenever they can find the time. Tune Protect wanted to take advantage by pushing its Travel Easy insurance plan to these would-be travellers. The client was looking at a video, as they felt that it was the easiest way to sell the product.

Solution:

We put aside the idea of a single video '“ simply because travel is a year-long thing, and a single video would also be stale in a matter of weeks. Instead, we decided to create a series of microfilms '“ called Healing Tanpa Pening - to inform Malaysians of the many potential mishaps and how Travel Easy can help you overcome your worries. Thanks to the extremely low budget we decided to go lo-fi. Each video was shot in-house. And everything associated with the videos were also made in-house - like building the small sets, creating the props, fixing the little outfits. Each element was printed, cut, and placed on satay sticks. Animation and movements were crudely done, but the outcome made the videos different and more in line with our younger audience. These videos were played on IG Stories, and other social platforms. Policies sold (so far): 4,863, which is 62% more than previous year.

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