Prudential Assurance Malaysia picks agency for 'UNSUAY' campaign

Prudential Assurance Malaysia (PAMB) has picked Bonsey Jaden to lead the launch campaign of PRUcancer X, an insurance plan that provides high cancer protection for Malaysians.Titled "UNSUAY", the campaign aims to take a lighter note on the subject to entice young Malaysians to start talking about cancer and the importance of insurance.Resembling typical reactions such as a block of wood, "Choi" badges, and "Suay" slappers, the products were targeted at Millennials through an e-commerce Facebook page and supported with unbranded Facebook, Instagram and YouTube advertisements.Natasha Sebastian, head of digital marketing, PAMB said it is excited to work with Bonsey Jaden as the agency "had the most engaging idea that would resonate with Malaysians”.“We realized that most Millennials are still uninsured despite knowing the increasing number of young Malaysians being affected by cancer. This is bigger than insurance; it is a conversation of getting Malaysians to be empowered enough to talk about cancer and exercise control so that they can continue to be free and independent even when the unexpected big C strikes,” she said.Adam Chan, regional executive creative director, Bonsey Jaden added that the campaign started with a simple local truth – when in a tight spot, Malaysians turn to superstitions."Someone said the C-word? Touch wood! Someone mentions death? We ward off the bad juju by saying ‘choi’. But superstition can't cover you," Chan said. As such, the agency tapped into this insight to get more youths to start talking about cancer and, ultimately, get them protected before it is too late.