To introduce Aviva’s low cost accidental death product targeted to Malaysian’s middle class Muslim population, we created a fully integrated campaign that included DRTV, newspaper, print and web.
As DRTV is not widely used in Malaysia, to provide immediate credibility for both the channel and the product, we cast the well known and highly respected host of the TV game show, ‘Who Wants to be A Millionaire?’ as the announcer. The spot told the humorous story of a married couple who both knew very well the benefits of the product. This concept was carried through in all other channels to provide a consistent message and image.
The website was designed according to CIMB Avivabrand guidelines with the objective to promote the product in two languages: English and Bahasa Malayu.