Selamat Cover Raya

Agency

TBWA Kuala Lumpur

Client

Tune Protect

Product/Service

Motor Insurance

Brief

Tune Protect wanted to remind Malaysians to be more careful on the road during the Raya period, and to get them to sign up for the best-value motor insurance for protection.

Solution

A public service announcement to educate Malaysians that the road is not a race track, and that a clear head is needed with so many lembus on the road. Malaysians become lembus during this time because of the super traffic jams, especially for those who balik kampung – they want to see their loved ones fast, but are stuck on the road for a long time. This in turn raises their blood pressure, and the automatic response is anger, so they drive recklessly and without care (lembus).

The message is that we may not help you avoid accidents, but we can cover you if accidents happen (while saving you money too).

Instead of a short film, we decided to do a Raya tune and music video. To make it catchy and memorable, we took inspiration from the art of Zapin, an important form of music and performing arts in Malay culture. Zapin embodies its singalong melody and lyrics that carry important values, where it has traditionally been used to educate and entertain. In doing so, we k