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Komuniti Kita by FWD Takaful

A mobile game for the youth, by an insurance company

A mobile game for the youth, by an insurance company

A mobile game for the youth, by an insurance company

Client Introduction


About Komuniti Kita

Komuniti Kita by FWDTakaful is a fun and accessible mobile game designed for players to learn about takaful and financial management.

The main theme of ‘Komuniti Kita’ emphasises the values of mutual assistance and community care which allows players to experience the spirit of takaful. The game has been designed to engage players of all ages and backgrounds.

Through Komuniti Kita, players can experience how takaful is beneficial to all layers of society with the hopes to make financial management engaging and easy to understand for everyone.

Facts & Results


Campaign Duration: 3 months
34,739
Downloads
6.2M
People Reached
18.71M
Impressions
WHAT WE DID

Content Creation


  • Ideation
  • |
  • Content Direction
  • |
  • Content Strategy
  • |
  • Copywriting

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.

AR Filter


  • Ideation
  • |
  • Strategy
  • |
  • Production
  • |
  • Reporting

After driving attention and awareness to the campaign through our client’s social media, we reached out to these followers by channelling them to an AR filter to best keep them engaged with the campaign.

Our intention is to bring out our clients’ brand as fun and nurturing through social media to enhance their experience of learning more about the campaign and eventually on the same fun and promoting concept to download and play the game.

Social Media Challenges


  • Ideation
  • |
  • Copywriting
  • |
  • Graphic Design

Social media challenges were personalised to cultivate and maintain a competitive spirit for gamers.

So we created a challenge series called the #KomunitiChallenge where players are encouraged to achieve certain high scores and/or answer takaful and personal finance literacy questions they learnt from the game on social media.

Besides fostering a healthy competitive spirit, our intention was for more game players to follow FWDTakaful on other platforms to get the latest updates and continue supporting our client’s objective to educate and enlighten more young Malaysians on the importance of takaful and personal finance literacy.

KOL Engagement


  • Facilitating Budgeting
  • |
  • Budgeting
  • |
  • Content Review
  • |
  • Reporting

With a strong developed game and narrative for this campaign, we were convinced that the entire campaign needed to be amplified through different mediums to leverage.

So we carefully narrowed down a few of our friends from the gaming, finance and lifestyle industry to help elevate the impact of the campaign to reach millions with the campaign’s objective.

Lifestyle

Mia Sara

Nik Nazira

Nana Sheme

Muntazar Ghufran

Financial

Millennial Finance

Her Duit

DearDuit

KC Lau

Gaming

Meera ‘Neverone’ Dros

Chuchu Gaming

Mr.Cocan

Social Media Ads Management


  • Monitoring
  • |
  • Ads Creative Creation
  • |
  • Ads Strategy
  • |
  • Ads Distribution

With a handful of contents and momentum being droved to FWDTakaful’s main account, we were able to attain actionable downloads from the users who were aware of the campaign by executing performance marketing on a few chosen social media distribution channels.

On this particular campaign, our generated downloads came from the Meta Network, Google Network and TikTok.

Public Relations


To put a cherry on top of the cake, we pitched this fantastic campaign with a great cause to our network of PR and media that we have previously established from gaming clients to leverage the activities, contents and social media challenges from the campaign.

With their support, Komuniti Kita was featured on Says.my, IGN SEA, and My Game On.

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