Insurance company Berjaya Sompo has launched a prequel to its “Silent Guardians” campaign, following its success in 2018. The move aims to foster closer relations with its stakeholders while upholding and leveraging on the brand’s Japanese heritage and history.
The prequel video, launched on Berjaya Sompo’s website and YouTube Channel, sees the protagonist purchasing five insurance products from Berjaya Sompo, via various channels – speaking with an agent, online, and via Sally, Berjaya Sompo’s upcoming chatbot. The five guardians, dressed as Japanese warriors, appear as he purchases, signifying the protection he receives with each insurance product.
Berjaya Sompo chief executive officer Tan Sek Kee said that the company saw the “success” of its strategy to humanise insurance and made sure to “include the same element of humour” in this year’s campaign. Other recent efforts include the introduction of Berjaya Sompo’s mascot, Sompony, and the launch of SOMPO Moji, a fun and innovative emoji keyboard.
According to the company, the first “Silent Guardians” video released in 2018 was one of the top three YouTube videos in the financial services category. Additionally, 70% of post-campaign survey respondents liked the characters and had a high recall of the campaign that year. The creative agency behind it was Dentsu One.
“We know that insurance can be seen as complicated, uninteresting and rigid, which was why we wanted the campaign video to break through the clutter instead of being just another insurance advertisement. At Berjaya Sompo, we want people to see a more human side of insurance. We used emotional marketing to tap into happiness, heart, and humour to relay a serious topic to consumers,” added Mawarni Adam, head of brand, marketing communications and customer experience of Berjaya Sompo.
The campaign video in 2018 showcased five Japanese warriors: sumo, samurai, karateka, ninja, and kendoka. They were seen following and protecting the protagonist from his home to the airport.