Allianz MY uses AI to warn Malaysians of the realities of retirement

Allianz Malaysia is looking to define classic tropes often seen in retirement ads with a new initiative that weaves the wonders of AI into a new campaign on retirement schemes

Titled “Be A-Z ready for tomorrow,” the campaign, which features a brand film and a social experiment, aims to focus on the reality that preparing for retirement requires more than just saving money.

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For the social experiment, Malaysians were taken by surprise by a message that revealed the ineffectiveness of their retirement plans. The message was delivered by their future selves using AI and face-mapping technology.

The video was designed as a more realistic companion piece to the main film. The film showed viewers the reality of their retirements and helped them understand what awaited them in the future if they did not shift their current mindset regarding retirement – that saving money alone is enough for retirement.

The film saw the protagonist’s older future self-travelling back in time to warn him about the perils that plagued their retirement, as a result of the retirement savings scheme he had just contentedly signed up for.

“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,” explained Amy Loke, the chief market management officer of Allianz Malaysia.

“The reality is, to plan for a total retirement, it is also essential to put other factors such as healthcare cost and life’s unpredictability into consideration. It’s a challenging conversation because of how deeply ingrained the old method is in the minds of Malaysians,” she added.

However, FCB Shout, who worked with the brand on the creative concept, hit the nail on the head. They not only raised awareness on the importance of the often-neglected healthcare and life aspects of retirement but also successfully did so in a refreshingly light manner that makes it easy to digest, she said. 

“Challenging the traditional view will always come with resistance and scepticism, 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,” said Suah Boon Chuan, creative director of FCB SHOUT.

More importantly, she added, the team at FCB Shout wanted to show a true understanding of its audience’s desired future lifestyles. “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.”

The campaign is currently running across all media channels, including ATL, BTL and social media with the thematic film airing on 11 April 2023 and the social experiment kicking off on 4 September 2023. 

Earlier this year, FCB Shout launched a brand film for RHB Bank in celebration of Hari Raya, titled ‘Pengembaran Sempurna’. Translated to ‘a perfect journey’, the film tells the true tale of Ramli Aziz, a retired police officer who builds disabled-friendly tricycles using scrap items that are 100% recyclable.  

The endeavour that has inspired many in the disabled community to enjoy the freedom of movement again, has also raised awareness for the repurposing and recycling of everyday items as well.

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