Empowering to Embrace Liberalisation

Client : Persatuan Insurans Am Malaysia (PIAM)


The introductory campaign for Motor Insurance Liberalisation in 2017 was a successful one. Car owners know that Liberalisation means insurance premiums are no longer a one-size-fits-all and motor insurance companies will assess risk factors before deriving the premium amount. But, where do we go from here?

The Challenge

To move car owners from knowing about the impact of Liberalisation in Phase 1 to acting in order to benefit from it. It was important to also frame the message that good car ownership habits will help make the roads safer for all users.  


Cogent’s Strategy


Taking on an assertive tone, “PLAY YOUR ROLE” is the campaign’s arch. Our target audience look up to celebrities thus we engaged local personality, Adibah Noor as Campaign Ambassador. Adibah has the charm, is well known by most Malaysians and is able to bring life to the messages.




The "Play Your Role" series of short videos has achieved over 4 million views nationwide since June 2018. 

PIAM Website slider directing the user to the Motor Product Selector 

Campaign leaflet

Campaign bunting