Campaign details

Brand: PruBSN Warisan
Brand owner: Prudential BSN Takaful Berhad (PruBSN)
Lead agency: Ensemble Worldwide
Contributing agencies: Mastermind Worldwide
Country: Malaysia
Industries: Insurance
Media channels: Direct marketing, Magazines - consumer, Mobile & apps, Online display, Online video, Search marketing
Budget: Up to 500k

Executive summary

Life insurance is not a priority for breadwinners in the majority of Malay households. But if breadwinners in Malaysia were to pass away suddenly, how would their families fare financially?

Insurance company Prudential BSN created Warisan (Malay for legacy), a life insurance designed to leave an inheritance upon death in the form of a Hibah (a gift). Hibah allows the predecessor to plan and protect the financial wellbeing of their loved ones while doing away with the prolonged inheritance procedure set by the Faraid system in Malaysia – a system which favours males, leaving female heirs vulnerable.