AIA - Penyala Harapan 2024
CHALLENGE:
Takaful ads often struggle with audience receptivity due to the perception that they are too sombre during festive seasons like Ramadan and Raya. How could AIA PUBLIC Takaful challenge these conventions to stand out in a positive and uplifting way?
INSIGHTS:
Ramadan and Raya are often seen as periods for heightened aspirations. People set all kinds of goals to be better. However, as the month progresses, these ambitions often fade amidst the festivities and daily activities.
IDEA:
Through satirical and witty lyrics, we introduced AIA PUBLIC Takaful’s first-ever zapin musical film that humorously reflects on forgotten ambitions during Ramadan and Raya with a message of “jangan nanti-nanti”.
The narrative transitions from seloka to an energetic zapin beat and keroncong, blending traditional Malay music with relatable, modern scenarios. This fusion of language and rhythm reinforces themes of health, spirituality, and family, positioning AIA PUBLIC Takaful as the 'Penyala Harapan'—igniting aspirations and embodying their slogan, "Healthier, Longer, Better Lives."
RESULT:
30+ MILLION Total impressions across channels
OVER 270% Increase in total comments
124% GROWTH More than doubled in total shares