TBWA\ Malaysia Appointed Agency Of Record For Digital First Insurer, Tune Protect


TBWA\Malaysia has been awarded the creative business portfolio for Tune Protect, Malaysia’s progressive mobile first digital lifestyle insurer.

TBWA\Malaysia is the first creative agency Tune Protect has appointed, with the objective to create a cohesive sustainable brand positioning aligned with their brand’s goal of being the preferred lifestyle insurer for Millennials, Gen Z and small and medium enterprises (SME).

Said Hui Tsin Yee, Chief Executive Officer, TBWA\Malaysia; “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.”

While Malaysia’s insurance sector is highly competitive, its recovery from shocks of the pandemic is expected to be quick, with growth projected at almost six percent annually for 10 years.*

Said Rohit Nambiar (Rohit), Group Chief Executive Officer Tune Protect Group Berhad: “To achieve our vision of being the lifestyle insurer that everyone loves, and appealing to the digital world and a younger dynamic generation, we felt the timing was right to embark on a larger scale branding exercise and appointed TBWA, our first creative agency, to help us achieve our goal in Malaysia and Thailand.

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 (mobile app and website) 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,” Rohit concluded.

Tune Protect’s digital first approach augments the entire category experience by simplifying and tailoring policies that are accessible via mobile. TBWA introduced T.P. the Thumb to ‘Click to Start’; a simple three-step approach requiring just three minutes to purchase, three hours to receive a response and three days to receive a claim upon approval. (3-3-3)

Insurance simplified, and it’s all at your fingertips.

“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. To bring this to life, we utilized a part of our body that puts our choices and wants into action – our thumb.

Continued Yee: “The thumb is a versatile, an easily recognised icon that is associated with mobile, and can be replicated across multiple brand applications, enhancing the customer’s experience with the app.”

The humble thumb has become Tune Protect’s new mascot, which has aptly been named T.P. This thumb not only talks, walks, eats, and watches TV, 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.