Berjaya Sompo Insurance find food, fun and fitness in this new normal web series via FCB Malaysia
FCB Kuala Lumpur has launched ‘Talitha’s Hunt for Happiness,’ the first campaign for Berjaya Sompo Insurance which debuts on YouTube and features singer-songwriter Talitha Tan in a 3-part web series.
The series also features guest appearances by 2017 SEA Games football hero Thanabalan, F&B entrepreneur Michelle Pong of Mei by Fat Spoon, and Adian Yein, Founder & Principal of MSF Racing.
From Japanese-inspired cookery, practicing living room dribbling drills to driving a virtual race car, Talitha discovers new ways of enjoying life whilst adhering to the social practices of the new normal in each episode. To produce the web-series, FCB teamed up with Jin Lim and JinnyboyTV.
Mawarni Adam, Head of Brand, Marketing Communications & CX for Berjaya Sompo Insurance said: “With the pandemic dictating that we spend more time indoors with reduced interaction with the external environment, there will be an effect on our mental health. Anxiety, stress and boredom will set in, and slowly but surely, our happiness level will also decrease. According to a recent study too, 88% of Malaysians have developed high levels of anxiety as a result of the COVID-19 outbreak. So, finding new ways to being happy whilst our movements are being restricted during this crisis will require some resilience and creativity, which is the premise of this campaign.”
Tjer, Creative Director of FCB Malaysia said: “From the get-go, we knew we didn’t want to roll out just another influencer marketing campaign that was void of any substance and heavily dependent on the popularity of the talents. So, our game plan was to put content above everything else – and it has to be as authentic, unscripted and relatable as possible. What made this campaign interesting were the universal truths and insights that stemmed from our own personal experience in searching for happiness during this ‘new normal’.”
The campaign is one of two major campaigns won by FCB Malaysia in separate pitches. On FCB’s appointment, Mawarni says, “We went on a search for an integrated agency during the Movement Control Order, one that could help us bring that happiness story to life. We selected FCB because of their content-centric approach that goes beyond just a film with influencers, their deep understanding of the nature of our business, and their flexibility in adjusting to our demands in response to the crisis while always keeping our brand promise as the focal point in their creative strategy.”
The second project, an integrated brand campaign based on Berjaya Sompo’s Silent Guardians concept is currently in development and will be aired later this year. For both campaigns, FCB has partnered with Trapper Media Group, Malaysia’s leading homegrown media specialists to provide offline and online media-planning.
Credits
Title: Talitha’s Hunt for Happiness
Client: Berjaya Sompo Insurance
Deputy Chief Executive Officer: Tsuyoshi Seto
Head of Brand, Marketing Communications & CX: Mawarni Adam
Creative Agency: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Director: Tjer
Creative Strategist: Mandy Chock
Creative Group Heads: James Voon & Jonathan Chan
Designers: Clarissa Tan & Felicia Lee
Copywriter: Megan Ong
Head of Account Management: Sharon Rodrigues
Account Manager: Mich Oon
Account Executive: Tim Lee
Senior Producer: Wira Chon
Media Agency: Trapper Interactive
Chief Executive Officer: Kenneth Wong
Digital Account Director: Jane Wong
Senior Account Executive: Brian Low
Production & Post House: JinnyboyTV
Film Director: Jin Lim
Production & Post Producer: Irwin Oon
Production Assistant: Davin Choo, Adrian Siok, Ryan Yee
Editing, Graphics & Colourist: Jason Lee, Jonathan Toh, Sherwin Tan, Crispayne Lam
Featuring:
Host: Talitha Tan, Singer-Songwriter
Episode 1 (Food): Michelle Pong, Co-Founder of Mei by Fat Spoon
Episode 2 (Fitness): Thanabalan A/L Nadarajah, Professional Footballer
Episode 3 (Fun): Adian Yein, Founder & Principal of MSF Racing
