Berjaya Sompo Insurance shortlists 3 agencies for integrated pitch

Berjaya Sompo Insurance has shortlisted FCB Kuala Lumpur, Lion & Lion, and Vertex Blue for its integrated pitch involving creative, media (excluding out-of-home), and digital marketing duties. The shortlist comes after pitch presentations concluded recently and the appointment will be for a year to manage the third year of its brand campaign “Silent Guardians”.

The insurance company is looking to create a grand finale for the “Silent Guardians” trilogy this year, and also aims to showcase that “SOMPO Cares” for its customers by amplifying its Japanese heritage, Malaysian knowledge and extensive insurance experience. This comes as it works towards becoming one of the top five general insurers in Malaysia by 2024.

Berjaya Sompo Insurance launched its first brand campaign in 2018 with the introduction of “Silent Guardians”, the five iconic Japanese warriors, Ninja, Samurai, Karateka, Sumo and Kendoka. Subsequently in 2019, it rolled out the second campaign “Silent Guardians – The Prequel”.

In a statement to A+M, the company’s spokesperson said only one agency will be chosen, and it is on the lookout for the agency’s creative and media strength in answering the brief it has provided, whether it is aligned to the company’s purpose and brand promise now and where it wants to be. “They must also reflect a high level of professionalism and understanding of the financial services industry and the consumers,” the spokesperson added..

Last year, Berjaya Sompo Insurance’s head of brand, marketing communications and customer experience, Mawarni Adam, took on the dual role of regional brand and PR advisor for Sompo Holdings (Asia). The appointment came two months after she added customer experience to her list of responsibilities in March 2019. That same year, it also named Roy Siew as head of digital to build a roadmap for digitalisation and start its transformation journey.

Its “SOMPO Cares” approach focuses on laughter, music, food, fitness, and nature. To further its mission of promoting laughter, the company tied up with LOL Events last year to roll out a Laughter Yoga campaign which ran from July to October. Berjaya Sompo Insurance also created six branded profile playlists on Spotify to such as “Chillax” for relaxing, “Wanderlust” for travel, “Vroom” for driving, “Beats” for workout, “LOL” for laughter and “Asia” for Asian songs.

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