Berjaya Sompo partners singer Talitha Tan for latest marketing push

Malaysian insurance company Berjaya Sompo Insurance has launched “Talitha’s Hunt for Happiness”, its first campaign done with advertising agency FCB Malaysia. The campaign debuts on YouTube, featuring singer-songwriter Talitha Tan in a three-part web series, in partnership with Jin Lim and his channel JinnnyboyTV.

Each episode showcases Talitha discovering new ways of enjoying life whilst adhering to the social practices of the new normal, from dabbling in Japanese-inspired cookery, practicing living room dribbling drills to driving a virtual race car. Guest appearances include 2017 SEA Games football hero Thanabalan, F&B entrepreneur Michelle Pong of Mei by Fat Spoon, and Adian Yein, founder and principal of MSF Racing.

Mawarni Adam, head of brand, marketing communications and CX for Berjaya Sompo Insurance said the increased indoor time and limited external interactions had affected the mental health of people, with anxiety, stress and boredom setting in, leading to a decrease in happiness levels. She added that a “recent study highlighted that 88% of Malaysians had developed high levels of anxiety as a result of the COVID-19 outbreak”, which was why the campaign focused on resilience and creativity, despite the restricted movements.

On FCB’s appointment by Berjaya Sompo Insurance, Adam said the company was looking for an agency that could “help to bring the 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,” Adam added.

Meanwhile Tjer Wang, creative director of FCB Malaysia said the company knew it did not want to roll out “just another influencer marketing campaign that was void of any substance and heavily dependent on the popularity of the talents”, which was why its game plan was to put content above everything else. “It had 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'," Wang added.

Wang was recently promoted from creative group head to creative director by FCB Malaysia, taking on more responsibilities in terms of managing creative resources, output quality and excellence. 

This campaign is one of two campaigns won by FCB Malaysia in separate pitches, according to the press release. 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. Separately, FCB was also shortlisted early this year, together with two other agencies, Lion & Lion, and Vertex Blue, for an integrated pitch involving creative, media (excluding out-of-home), and digital marketing duties.

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