Insurance firm Berjaya Sompo creates prequel to last year’s ‘Silent Guardians’ film

Spurred by the success of last year’s ‘Silent Guardians’ campaign, Malaysian insurance firm Berjaya Sompo has made a film that serves as a prequel.

Created by DentsuOne, the campaign serves to highlight the convenience of the insurance purchase process, while continuing  the theme of ‘Silent Guardians’ — five Japanese warriors including a sumo, a samurai, a karateka, a ninja and a kendoka, who personalise various forms of protection. The warriors were chosen as a mnemonic to highlight Berjaya Sompo’s Japanese origins.

Speaking about the campaign, Berjaya Sompo CEO Tan Sek Kee said: “We saw that our strategy to humanise insurance through our brand strategy had been successful and we made sure to include the element of humour again.”

Berjaya Sompo deputy CEO Futoshi Hanahara added: “We take pride in our Japanese heritage, which we fully embraced in the ‘Silent Guardians’ thematic brand campaign video in 2018.

“We took an unconventional approach by using Japanese heroes and quirky humour to narrate the brand story. The campaign delivered a strong message that Berjaya Sompo is committed to protecting its customers even when they don’t know it. I am very happy to see that Malaysians also enjoyed it, contributing to the campaign’s success and we hope to see this extending into 2019.”

Berjaya Sompo was encouraged to revisit the idea after the positive reception accorded to last year’s campaign.

A press release from the insurance firm said: “In 2018, the Silent Guardians thematic brand campaign video was one of the top three YouTube videos in the financial services category; 70% of post-campaign survey respondents liked the characters and had a high recall of the campaign.

“Post-campaign research in 2018 revealed that Berjaya Sompo is on the right track in positioning itself to become one of the top five general insurers in Malaysia.”


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