Sun Protector is a popular term insurance plan offered by a leading Malaysian Financial institution, CIMB, and underwritten by Sun Life Malaysia Assurance. It provides complete life and disability coverage and includes holistic life-based benefits like loyalty bonuses and birthday rewards throughout the policy period.
Sun Life Malaysia approached Purpose/Built to develop an animated video targeting the critical 18 to 40-year-old demographic. Their challenge was to communicate the benefits of the plan in language the target audience could identify with. The team at Sun Life Malaysia reached out to the creative team at Purpose/Built to collaboratively build a narrative that would tell the story and speak to the target audience in a way that resonated.
Let’s be honest, it can be a challenge to make insurance fun. Sun Life Malaysia needed an approach that told the story of their brand and created excitement and energy about the new protection plan. The video needed to highlight the features of the plan and deliver a strong call to action, essentially functioning as a public awareness campaign. It also had to deliver Sun Life’s core marketing strategy and be easily adaptable across a variety of platforms.
It was a challenge to keep the video simple with the large amount of information it needed to include, and it was concluded that the best way to do that was through a single, relatable main character. Working collaboratively with the Sun Life Malaysia Marketing team, our creative team crafted a compelling story with methodical attention to detail in developing the script, each animated motion, and all visual and audio elements. The end product made a complex idea simple and engaging, and told the story of not only the product but also the brand.
The video received strong feedback from the target demographic and existing Sun Life Malaysia customers, and played a key role in energizing the brand in an important and growing region of the world.