Creative Brief
The back story
Takaful Malaysia also known as Syarikat Takaful first started in 1984 and is currently 60% owned by Bank Islam Malaysia. Takaful Malaysia operates under the wakala model, under which it manages the funds generated by Takaful contributions and receives a service fee from the funds. By contributing to the fund, both the fund participators and Takaful Malaysia may be entitled to any share of fund surpluses. Currently Takaful Malaysia offers many plans from personal to commercial.
What's the challenge?
- Syarikat Takaful’s annual income is increasing slightly every year, however there is an audience that are not interested and targeted by Takaful. Although Syarikat Takaful are cater towards Malays, other races are welcome to apply for Takaful’s insurance plan. So how can Takaful draw the attention of other races.
- Syarikat Takaful have great agents and services in store, but in the annual fiscal report shows that they are lacking online traffic. Is there any online platform that Takaful can promote and reach the target audience.
- Having a Takaful plan or agent can ease the individuals life, because of their knowledge on the Shariah Compliance. Living life in ease grants you free time with your family, so the challenge is what type campaign can Takaful do that is in relation to family.
Who are we talking to?
Malay female adults age from 35-50 year old who have a small family that spending time together. They are “Priority Jugglers”, They are concerned about their family health and they will make sure their loved ones will receive the care they need. They dwell in semi-urban to metropolitan areas, and are middle class and working class. The secondary race that is considered is any race other than Malays since Takaful’s insurance plan is open for other races as well.
Things to think about
Targeting the correct audience
Insurance buyer’s decision makers often involve multiple family members. Usually is the head of the family who is purchasing the insurance but it is the mother who have potential decision making to the buyer. By targeting the mother, think carefully about what can draw the attentions of mothers.
Family
Mothers spends most of their quality time with their family members. Consider a campaign that can allow the whole family to participate, not just a person but a family.
Friends and family
Having connection within a family is important, but it is better to have a relation with other families as well to share each others experiences and stories. So how can Takaful Malaysia create a campaign that allow multiple family to connect with each other.
The important stuff
What to expect:
- 5 mediums
Creative Strategy
Advertising Objective
To increase the brand awareness and encourage customer to switch to Fujifilm mirrorless cameras and increase sales up to 10% malaysian market in Q1 2021.
Target Audience
Demographic:
35-50 Years Old.
Female.
Middle class Upper Middle Class, Lower Middle Class, Working Class.
Urban, semi-urban, metropolitan.
College Student, Undergrad, Postgrad.
Married, Single.
Primary ethnicity (Malays)
Secondary ethnicity (other than Malays)
Psychographic:
The buyer’s decision makers often involve multiple family members. Usually is the head of the family who is purchasing the insurance but it is the mother who have potential decision making to the buyer.
They are “Priority Jugglers”
They are very concerned about their family health and they will make sure their loved ones will receive the care they need.
Consumer Insights
"Easy."
"Cheap (rebate 15% car insurance)."
"Comply with Islamic law."
"Know Your Needs. From a general perspective, first we want protection, second savings, and lastly investment."
"Choose a Good Agent"
Consumer Proposition
“Takaful can help you live a better quality life and also achieve your family goals.”
Tone & Manner
Friendly, warm, honest, direct, fun, sincere.
Big Idea
Takaful Malaysia can help you achieve your family goal in life with peace of mind.
Comentarios