Community powers AIG’s campaign

3 years ago


Riding on a partnership with Community Policing Malaysia, AIG Malaysia’s well-crafted nationwide campaign, #AIGJagaYou, is driven by one significant objective: connect with people who are not under insurance yet.
The word “jaga” is derived from Bahasa Malaysia, which simply means to take care of.
A collaboration with CPM was aimed at promoting a safer community through close cooperation with the police.

Antony Lee, CEO, AIG Malaysia
Safe community is an idea which appeals to everyone; and that is why AIG Malaysia’s CEO, Antony Lee, described the campaign as a “game-changer.”
He said, “#AIGJagaYou will reach out and appeal to Malaysians through simple messaging and objectives. AIG is your Jaga; who is always here for you. We want to be there for our customers and help them to live the life they want, by providing a fresh Malaysian perspective on insurance.”
This customer-centric, nation-wide campaign, exemplifies AIG’s commitment to doing things differently, especially in demystifying general insurance among Malaysians and helping them understand the importance of insurance protection.
CPM, a non-profit organization, consists of ordinary citizens, retired police officers and everyone who cares and who are concerned for the safety of society.
AIG Malaysia’s contribution of RM12,000/- is expected to aid the organization’s efforts in policing activities, including collaborating with them on several of their future initiatives.
This collaboration will be followed by a series of educational videos on #AIGJagaYou into the market.
Next will come a social media campaign to provide greater appeal to the AIG brand and reach out to customers with a more local look and feel.
The Jaga campaign was first conceived in August 2016 to provide a stronger proposition for AIG Travel Insurance in the market.
Besides creating top of the mind conversations about AIG Travel Insurance, it was also to drive conversions for travel insurance purchases online.
Jaga was perceived as being always there for you wherever you are in the world, complementing AIG’s worldwide 24/7 Travel Assistance to address any uncertainties throughout your journey.

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