Kuala Lumpur, Malaysia – Life insurance provider Allianz Malaysia has partnered with FCB Shout, a part of the global FCB advertising network, to release its newest “Be A-Z Ready For Tomorrow” campaign that centers on how total retirement is more than just saving money.
The quirky campaign dove head-on into the issue of retirement schemes and the harsh future that awaits people should they continue to plan their retirement the traditional way of solely bolstering their finances.
FCB Shout’s campaign idea peeled off the layers of outdated cliches about retirement plans and instead focused on the issue at the center of the retirement reality: preparing for retirement requires more than just saving money.
The ‘Be A-Z Ready For Tomorrow’ campaign was composed of two parts: a film and a social experiment video that featured the power of AI technology.
The lighthearted film featured the protagonist’s older future self travelling back in time to warn his younger self about the perils that plagued their retirement as a result of the retirement savings scheme he had just contentedly signed up for.
Together with the film, the campaign included a social experiment video that used AI and face mapping technology to execute the time travelling concept. Through AI, Malaysians who participated in the social experiment received messages from their future selves about the ineffectiveness of their retirement plans.
The social experiment video was designed as a more realistic companion piece to the main film, showing viewers the reality of their retirement plans and helping them understand the real danger that awaits them in the future if they do not shift their current mindset regarding retirement.
Amy Loke, chief market management officer at Allianz Malaysia, explained, “While it’s undeniable that savings is a critical component of retirement preparation, most Malaysians are under the impression that saving is the only thing that they need to do.The reality is, to plan for a total retirement, it is also essential to put other factors like healthcare cost and life’s unpredictability into consideration.
She continued, “It’s a challenging conversation because of how deeply ingrained the old method is in the minds of Malaysians. But FCB SHOUT’s creative concept truly hit the nail on the head; not only raising the awareness on the importance of the oft-neglected healthcare and life aspects of retirement and showcasing how our Total Retirement Solutions are designed to get Malaysians A-Z ready for tomorrow, but also successfully doing so in a refreshingly light manner that made this difficult conversation easy to digest for our audience.”
Speaking on the campaign, Suah Boon Chuan, creative director at FCB SHOUT, said, “Challenging the traditional view will always come with resistance and skepticism, so we chose to bring the issue and Allianz Malaysia’s total retirement solutions to the audience’s attention using humour and entertainment to make our message more palatable.”
“More essentially, we needed to show a true understanding of our audience’s desired future lifestyle, hence even our portrayal of retirement was reimagined based on the natural progression of their current way of life. There might be sci-fi elements in our spot, but we wanted it to be clear that the issue was anything but fictional,” he added.