Page 37 - LIAM Annual Report 2021
P. 37
AnnuAl RepoRt 2021 35
rePort of tHe ManageMent coMMittee
Taking on a humorous approach to drive home the message, the videos
produced for the campaign depict Malaysians (who enjoy the finer things in
life) going about their daily activities in the most “extra-vagant” manner.
The main goal was to catch eyeballs with over-the-top characters. The videos
all end with one key message – that what you do in life may be extra, but life
insurance is not. Indeed, it is a necessity.
Generally, the campaign received positive feedback and the response to the
contest was overwhelming, with a total of 8,861 entries, exceeding the target
of 1,000 entries. At the virtual launch of the campaign via Zoom and Facebook,
the industry also received encouraging comments from the audience on the
“out-of-the-box ideas” highlighted in the campaign videos.
The 6-week campaign hit a total reach of 10.4 million viewers, over 25.9 million
impressions, 3.1 million video views and total engagements of 2.5 million on
social media. Out of the entries, 40 winners were picked to win the giveaway
prizes.
