Defining Mati Katak for a Motor Insurance

Challenge
How do we explain to a price-sensitive audience that Tune Protect’s PAYD is based on how frequent the car is driven?

Insight
The audience is motivated by a compelling human (or animal) story.

Idea
We created a frog mascot named Dodol that pleads with the audience to drive less. In fact, our amphibious friend will pay them to do so. This idea rolled out with Grab car installations, OOH, radio, and web films.