Overview
Etiqa is the insurance branch of the Malaysian banking group Maybank, offering life and general insurance. They approached Don’t Panic Asia to create a community activation project for Ramadhan during July, ending with a Hari Raya celebration message during the first week of August. Their primary aim was to bring together Malaysians in an open, live, community setting while increasing brand awareness and affinity in the digital sphere.
The solution came in the form of a novel campaign with a foodie twist. Fun sized, temporary cafes were set up at unique spots in Malaysia, including on the Sunway Pyramid Skating rink and the Menara Maybank Helipad. Don’t Panic Asia tied up with food partner, PlateCulture, to deliver this unique dining experience.
Design
The scope of work included the design and implementation of a microsite, with the primary aim to collect registrations and entries for the slogan contest. The events itinerary, as well as photos from the event that users could tag themselves in, were also showcased.
The campaign design language was largely defined by the existing Etiqa brand guidelines, just building up on the anticipation of the event and highlighting the novelty of a one of a kind experience on ice or 800 feet above KL.
Call to Action Tear Off Posters were distributed at various key spots around Kuala Lumpur and Selangor prior to Sunway Pop-Up Café (July 15th – July 19th) and Helipad Pop-Up Café Online Registration (July 21st) respectively. Social Network community seeding via ads was taken up through the entirety of the campaign.
Outcome
The two events and the month leading up to them were extremely eventful, with the microsite slogan campaign registrations garnering over over 200 pax signups and 104 slogan entries. The implementation of the app with a like gate resulted in a 4,513 increase in fan count. Digital social activation between July 15th – Aug 8th resulted in over 20,040,096 impressions, with a CTR of 2.09%
The compilation of the Ramadhan video post the campaign using footage from the two events was used as a seasonal greeting to customers, with over 1,000,000 impressions made and 4,044 individual Video Plays.
