Tune Protect names first creative agency

Tune Protect has appointed TBWA\Malaysia for creative duties with the objective of creating a cohesive sustainable brand positioning that aligns with its brand’s goal of being the preferred lifestyle insurer for millennials, Gen Zs, and SMEs. TBWA\Malaysia is the first creative agency Tune Protect has appointed. 

Rohit Nambiar, group CEO of  Tune Protect, said the team felt the timing was right to embark on a larger-scale branding exercise and appoint TBWA\Malaysia to help the company achieve its vision of being the lifestyle insurer that is appealing to the digital world and a younger dynamic generation.

“Our focus is to offer innovative digital insurance solutions that are bite-sized and hyper-personalised while providing a seamless consumer experience through online direct-to-consumer channels, as well as through digital affinity partners’ platforms. The idea is to be available where our customers want us to be, and how best they would like to engage with us,” Nambiar added. A+M has reached out to TBWA\Malaysia for additional information.

As part of the partnership, Tune Protect ran a campaign to introduce T.P. the Thumb to "Click to Start", which is a three-step approach requiring just three minutes to purchase, three hours to receive a response, and three days to receive a claim upon approval.

“In essence, this is the core idea behind the campaign – to indicate how simple and easy insurance can be by demonstrating how in control you are as the user when it comes to insurance," TBWA\Malaysia's CEO Hui Tsin yee explained. To bring this to life, the team utilised a part of one's body that puts consumers' choices and wants into action – the thumb.

"The thumb is versatile and an easily recognised icon that is associated with mobile phones and can be replicated across multiple brand applications, enhancing the customer’s experience within the app,” she added.

The thumb has also become Tune Protect’s new mascot, which has aptly been named T.P. According to Tune Protect, this thumb not only talks, walks, eats, and watches TV, but it also validates how easy it is to look up a suite of plans, sign up, make claims, and more, just by clicking on the Tune Protect app.

Yee said: “Our task is to build a strong brand presence, with emphasis on Tune Protect’s core offering that not only simplifies the entire customer journey but strengthens the consumers’ interactions by adding value to their everyday lives. Across the insurance sector, we discovered many Malaysians’ purchasing decisions are quite traditional, which presented the opportunity to interrupt the conventional path to purchase.”

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