Created by Lowe, the campaign uses TV spots to make the brand’s policies more accessible to consumers and to humanise the brand.
Khairudin Rahim, managing director of Lowe Malaysia, said: “The creative idea is that Etiqa treats people like people, not just customers. It is an insurance company that behaves like a person that cares about people’s needs.”
Khairudin Rahim, managing director of Lowe Malaysia, said: “The creative idea is that Etiqa treats people like people, not just customers. It is an insurance company that behaves like a person that cares about people’s needs.”
Mirroring the frustration that consumers go through to get hold of their insurance claims, the first spot features a young boy being told by his mother to take a number and stand in a queue when he approaches her for breakfast.
Other spots show a woman who has to complete a pile of paperwork when asking for her car keys, and an elderly couple who encounter an exasperating voicemail system while calling their children.
The campaign also featured print and outdoor work to promote the insurance brand’s product benefits in more detail. Takaful is an Islamic insurance concept that is based on the religion’s own rules and regulations. The takaful industry is set to hit RM3 billion (US$925 million) for record growth in 2008, up from RM2.4 billion in 2007.
Etiqa is part of a merger between Maybank Insurance, Takaful Nasional and Malay-sia National Insurance.
Maybank and Fortis International are the insurance brand’s holding companies with a 70 and 30 per cent stake respectively.
