Page 30 - LIAM Annual Report 2020

28 ANNUAL REPORT 2020

The #BUKANEXTRA campaign encompassed the following:
a. A microsite (www.bukanextra.com) which hosted an interactive
game, an Instagram contest mechanics, and shared
educational information on life insurance;

b. An interactive game on the #BUKANEXTRA microsite which
allowed visitors to create their own drama using very ‘extra’
scenarios from the campaign videos;
c. A contest on Instagram which encouraged participation
from members of the public using Instagram Story as the
method of submission. Contest prizes included a Grand Prize
of RM2,000 Touch ‘n Go e-wallet credits and a feature in the
final #BUKANEXTRA Campaign video, as well as Six Consolation
prizes in the form of RM1,000 Touch ‘n Go e-wallet credits each;
d. Campaign shout-out by Key Opinion Leaders (KOLs)/ Influencers
on their social media accounts, supported by social postings on
LIAM’s Facebook (LIAM-Life Insurance Association of Malaysia)
and Instagram page (@LIAMalaysia);
e. Exclusive sets of #BUKANEXTRA campaign stickers on Instagram
Story for contest participants to decorate their Instagram Story/
Video for the contest and also for the public to enjoy.

The concept of ‘extra’ is based on Malaysians’ love for overly-
dramatic scenarios in everyday life. The key message is that life can
be pretty ‘extra’ sometimes, but life insurance is not; it is a necessity.

Through the social media campaign and engagements with
Key Opinion Leaders and Influencers, LIAM could communicate,
educate, engage, and receive instant feedback, simultaneously.
Question and answer
Ultimately, the industry endeavours to educate the youth to think session with the media
more positively and maturely as well as to cultivate awareness on
the importance of financial planning for themselves and their
loved ones.

Life Insurance Association of Malaysia