Kancil Awards

The Malaysian Advertising Awards

(5.3) Ambient [Single] — MERIT, REVERSE PICKPOCKET , Draftfcb Sdn Bhd

Challenge
‘It will never happen to me.’ That is the mindset most travellers have when it comes to purchasing holiday insurance. So how do you make potential travellers consider buying travel insurance when it is the last thing on their minds? We had to show travellers that anything can happen to anybody.

Idea
Turn potential travellers into victims of the ‘reverse picked-pocket business card.‘
Execution During the city’s annual travel fair, we hired professionals to ‘reverse pickpocket’, which meant they had to slip our business cards into the pockets of unsuspecting visitors at the fair. So, rather than loosing their belongings, the visitors found something valuable in their pockets. They found a peace of mind. And it reads: “A pickpocket can take your wallet out faster than it took to slip in this card. Make sure you’re travel insured.”

Results
Over 20% of travellers had included our travel insurance policy into their holiday itineraries.

 


Title
REVERSE PICKPOCKET

Client
AIRASIA BERHAD

Product/Service
AIRASIA INSURE

Creative Director
LAKSHMI MOHAN, RAYMOND NG

Art Director
YK TAN, WONG SOOK RONG

Copywriter
RAYMOND NG, ZAMRI DZAKARIA

Designer
YOKY PANDOWO, WONG SOOK RONG

Client Service
LAWRENCE CHUAH, JACQUELINE LI, FELICIA OH, AMOS CHAN, ZAMRI DZAKARIA

Print Producer
T.KALITHASAN, HELEN FANG

Other Credits
ROBERT FERNANDES

 

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