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Berjaya Sompo Insurance’s latest integrated thematic campaign features its Silent Guardian characters making a timely return to assist the concept’s central character Hafiz adapt to life in the midst of ongoing Covid-19 concerns. “We went into production once the MCO was lifted and at that time, we weren’t sure if the campaign’s message would still resonate when it’s launched. After the past couple of months, it’s now clear that whilst the situation has improved tremendously, we should still exercise care, caution and civic mindedness. That’s how we can protect ourselves and the community around us,” said Ong Shi Ping, chief creative officer of FCB Malaysia.

Commenting on the long-running campaign, Mawarni Adam, head of brand, marketing communications and CX of Berjaya Sompo Insurance has this to say: “Launched in 2018, Silent Guardians was an unconventional approach by a general insurer at that time which proved to be a success, dialling up awareness and affinity for the brand. We had always envisioned 2020 to be the year where the final instalment of the three-year theme took place, but when the Covid-19 pandemic hit, the campaign almost didn’t materialise. With a strong collaboration between Berjaya Sompo and FCB, we successfully pivoted, and the original plan of leveraging on Tokyo 2020 transformed into a new narrative centred around creating a culture of care that befitted an evolving brand that cares for its customers.” 

FCB and Trapper Media Group collaborated on the integrated pitch, and both were appointed in March following a competitive pitch involving two other agencies. FCB had to hold off on development as Malaysia went into the early Covid-19-induced MCO. But despite the setback, FCB used the time to redo the campaign, contextualising it to the current situation. When asked about the differences between this iteration and the previous chapters, Shaun Tay, CEO of FCB Malaysia, said: “We had always envisioned the audience, which is represented by the protagonist of the film, taking a more active role in the protection narrative. The reworked campaign represents that threefold, people need to be conscious of the current reality whilst maintaining their own lifestyles. And that’s done by making smart decisions with the confidence of a quality insurance provider.”

The campaign runs from 10th August to 20th December 2020 on YouTube, print, Google’s display network and Spotify. It will also feature two gift-with-purchase promotions, the first scheduled for end August and the other for November.