Touch ‘n Go Group (TNG) has launched a campaign for its newest product, ParkInsure. Titled “Protect yourself from yourself”, the campaign was created in partnership with The Chariot Agency to shed light on road safety in parking lots.
The campaign was launched with a film featuring a driver who is uncertain about the safety of the parking lot she is in. Assured by her inner voice that it is a well-secured place, she is convinced that nothing could go wrong until a thief sneaks up on her from behind.
The false sense of security her voice gives her reminds Malaysians that bad things can happen despite your best judgments and that is why car insurance is critical for theft, break-ins, accidental death and key reimbursements.
In conjunction with the film, the campaign will also be supported by an integrated digital campaign.
“We are thrilled to have partnered with Chariot Agency in bringing forth this campaign that resonates with Malaysian drivers. ParkInsure by Touch ’n Go is a new product innovation that aims to inspire confidence in drivers so they won’t have to worry about incidents that may happen at parking lots,” said Bala Nair, the director of cards and new business of TNG.
Jarrod Reginald, executive creative director at The Chariot Agency said that insights and observations are most crucial in the work that the team does, which birthed the curiosity about why no one has raised awareness of incidents happening in parking lots.
"When we got the brief, we dug deep and landed on an interesting thought to communicate the product. We tell ourselves bad things won't happen to us, until they do. So we have been the problem all along."
The campaign comes a few months after TNG appointed Praba Sangarajoo as its new CEO in April this year. He was previously the deputy CEO of TNG, which he joined in 2021. He holds responsibility for revenue growth, new businesses, product innovation as well as the management of government and stakeholder relationships.
During his time with the company, Sangarajoo spearheaded the launch of new products and introduced new revenue streams, including radio frequency identification (RFID) for expressway toll payments and fuelling, the enhanced TNG near field communication (NFC) card for improved customer conveniences, and the acquisition of an unprecedented number of new parking sites in 2022.
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