Insurance, especially motor insurance, is something not many of us have given much thought about. That’s because the products available were essentially the same, and were priced the same, leaving only brand preference and service as differentiators.
Well, that’s all in the past, because the motor insurance business is undergoing liberalisation and players can now start to compete with different offerings and price points. Not many realise this, but one can now shop for motor insurance just like how people shop and compare items on an e-commerce platform.
AIG Malaysia, a global insurance player, recently launched #AIGJagaYou, a customer-centric nationwide campaign with a local touch. The campaign exemplifies AIG’s commitment to doing things differently, especially in demystifying general insurance among Malaysians and helping them understand the importance of insurance protection.
The word “jaga” is derived from Bahasa Malaysia, which simply means to take care of. The Jaga campaign first surfaced in August 2016 to provide a stronger proposition for AIG Travel Insurance. Besides creating top of mind conversations about the brand, it was also to drive conversions for travel insurance purchases online. Now, AIG Malaysia is using Jaga for all its products – motor, travel, PA, health, home and snatch theft insurance.
AIG Malaysia CEO Antony Lee described the campaign as a game changer for the brand in Malaysia in reaching out and appealing to Malaysians through simple messaging and objectives.
“AIG is your Jaga who is always here for you. We want to be there for our customers and help them to live the life they want, by providing a fresh Malaysian perspective on insurance,” he added.
The #AIGJagaYou campaign kicked off with a partnership with Community Policing Malaysia, a non-profit organization that consists of ordinary citizens and retired police officers. It strives to promote a safer community through close cooperation with the police.
Initially, AIG Malaysia’s charitable contribution is expected to aid the organisation’s efforts in policing activities.
A series of educational videos on the #AIGJagaYou campaign, including on social media, will be rolled out to reach out to customers with a more local look and feel.
Check out the video above for a good explanation on what motor insurance is all about, what does it cover (collisions, fire, theft, third party), additional coverage (waiver of betterment, windscreen coverage, special perils) and what you should do when something happens. All the essential insurance terms you need to know are explained in simple language, aided by graphics.
