Page 36 - LIAM Annual Report 2021

Life insurance association of MaLaysia 34

rePort of tHe ManageMent coMMittee

#BukaneXtra 2.0 caMPaign

During the year, LIAM launched #BUKANEXTRA 2.0, a consumer awareness campaign on social media,
targeting the youth, single professionals, newly married couples, and young families in the country.

#BUKANEXTRA 2.0 was the second campaign rolled out by the industry following the successful launch
of #BUKANEXTRA in September 2020.

The #BUKANEXTRA campaign received positive feedback and garnered more than 10.2 million viewers,
over 14 million impressions and 1.5 million video views throughout the campaign period.
The #BUKANEXTRA 2.0 campaign, which ran from 27 August to 5 October 2021, encompassed a digital
contest, a microsite www.bukanextra.com, a series of three videos, campaign hype by Influencers/Key
Opinion Leaders as well as Facebook and Instagram postings.
The campaign was created to educate Malaysians on the importance of life insurance and that all the
“extras” (material things) they have may not mean much if they don’t have life insurance.