Etiqa is the insurance and Takaful arm under the Maybank Group. Due to the nature of the business, the brand normally adopts a serious and formal tone of voice in order to portray reliability. However, for this next campaign, Etiqa wanted to try a different approach to educate Malaysians and as well as foreign friends about traditions and preparations for Ramadhan and Hari Raya Aidilfitri.
With a witty theme of “I akan buat, U kena tahu”, which loosely translated to ‘Things I’ll do that you must know’, we created an interactive and visual-oriented microsite to showcase the 10 interesting traditions that were observed before or during the Puasa and Hari Raya period. We adopted a fun, comical yet educational way of illustrating the practices with self-designed characters and storyline. A ‘share’ button was embedded in each tradition, which allowed the users to easily share the informative content through email or Facebook.