A mobile game for the youth, by an insurance company

Komuniti Kita by FWD Takaful

Industry

Gaming, Insurance

WHAT WE DID

Content MarketingPerformance MarketingInfluencers ManagementMedia Management

Overview

Komuniti Kita by FWD Takaful is a mobile game that combines fun with financial education, teaching players about takaful and financial management through engaging gameplay. The game’s central theme, “Komuniti Kita,” emphasizes the values of mutual assistance and community care, allowing players to experience the spirit of takaful.

Designed to be accessible to players of all ages and backgrounds, Komuniti Kita makes financial management engaging and easy to understand for everyone.

Facts & Results

Campaign Duration: 3 months

0 K+

Mobile App Downloads

0 M

People Reached

0 M

Impressions

PROBLEMS & STRATEGY

Komuniti Kita was a new venture launched by FWD Takaful, a company with no prior experience in mobile game development. The primary challenge was to promote a mobile game from an insurance company and drive downloads and engagement, especially among teenagers and young adults, to enhance financial literacy.

To achieve our objectives, we developed a comprehensive campaign strategy that included online contests, giveaways, Augmented Reality (AR) games, social media ads, pay-per-click (PPC) ads, public relations, and Key Opinion Leader (KOL) engagement. As a result, we successfully reached over 10 million people, with more than 180,000 users downloading and playing the game.

Content Creation

Takaful and personal finance literacy may come off as a dry topic on social media especially considering the target audience of teenagers or young adults we aim to make an impact on through this campaign.

Our goal was to create a community of gamers who were like-minded on their personal finance goals and their views towards takaful.

Hence, we approached the subject matter by strategizing a narrative that is approachable to add storytelling and campaign values to better attract and attain users.

Augmented Reality Filter

As part of the Komuniti Kita campaign, the Jumix team designed and created an Augmented Reality (AR) Filter game from scratch. After generating attention and awareness through FWD Takaful’s social media channels, we directed followers to engage further with the campaign using the AR filter, ensuring they stayed connected and involved.

Social Media Challenges

We personalized social media challenges to maintain a competitive spirit among gamers. The #KomunitiChallenge encourages players to achieve high scores and answer takaful and personal finance literacy questions they learned from the game on social media. Leveraging the AR filter we created on Instagram, we used it as the main medium for these challenges.

Besides fostering healthy competition, our goal was to encourage more players to follow FWD Takaful on various platforms, keeping them updated and engaged with the brand’s mission to educate young Malaysians on takaful and personal finance.

KOL, Influencers Engagement

With a well-developed game and narrative, we knew the campaign needed to be amplified across different mediums. We carefully selected KOLs and influencers from the gaming, finance, and lifestyle industries to maximize the campaign’s reach. By collaborating with influencers from various backgrounds, we adapted multiple storytelling approaches:

Gaming Influencers

Played the game, live streamed, and showcased gameplay.

Meera ‘Neverone’ Dros

Chuchu Gaming

Mr.Cocan

Financial Influencers

Highlighted the educational aspects of financial literacy within the game.

Millennial Finance

Her Duit

DearDuit

KC Lau

Lifestyle Influencers

Creatively promoted the game, using their unique styles to attract diverse audiences.

Mia Sara

Nik Nazira

Nana Sheme

Muntazar Ghufran

Performance Marketing

With consistent content being released on FWD Takaful’s main account, we drove actionable downloads by executing performance marketing across select social media channels. Our campaign generated downloads from the Meta Network, Google Network, and TikTok, with Google Network and YouTube yielding the most downloads.

By allowing users to watch gameplay directly and leveraging Google Play Store’s seamless integration, we minimized friction from ad view to action, achieving a cost per download as low as MYR0.10 by leveraging the IP of Upin and Ipin.

Public Relation & Media Management

To cap off the campaign, we pitched this impactful campaign with a meaningful cause to our established PR and media network, particularly those within the gaming industry. With their support, Komuniti Kita was featured on major platforms such as Says.my, IGN SEA, and My Game On, further amplifying the campaign’s reach and success.