Case Film
Case Board
TBWA KUALA LUMPUR
Tune Protect
Insurance
Raya is a period of great food, great family moments, and great Raya songs. Also, a period for a great number of road accidents. Tune Protect wanted to remind road users to be careful and to remind them about the importance of having a reliable and fast road insurance service, without dampening the festive mood.
We wanted something real, something that the audience have experienced before. So, we invited Malaysians to share their road mishaps. We collected over 200 stories in just 5 days. We then turned the best stories into a Zapin song, blending local humor with traditional music. We chose Zapin as it was one of the most popular dance and musical forms in traditional Malay performing arts. It also has a more relaxed feel, with lyrics and delivery that are often playful and tongue in cheek.The song was performed by traditional Zapin singers and musicians – Haziq Rosebi, an Akedemi Fantasia finalist, and Orkes Melayu Rojer, Astro’s Dangdut Star finalist. Then, we recorded a simple music video. Selamat Cover Raya made Tune Protect a unique insurance brand that truly resonated with the people. We sold twice the number of policies, with a 106 percent increase in sales. And made an additional profit of RM398,000 ++ for the client.
Chief Creative Officer Yee Wai Khuen
Creative Director Fazlee Sabbaruddin
Senior Art Director Fadhil Samah
Senior Copywriter Zulika Shaharom ,Dhabitah Zainal
Copywriter Darwisy Irfan
Designer Karina Nayli , Xuan
Chief Executive Officer Yee Hui Tsin
Senior Brand Director Jerry Lim
Brand Manager Kimberly Cheong, Sara Karim
Strategy Director Shalini Rupesinghe
Strategy Planner Amir Imran
Camera Bryan Loh, Megat Arezza
Editor Bryan Loh
Producer Noelle Goh, Mujib Abdullah
Audio Pitch Audio
