Malacca EZ: Understanding Millennial Behavior to Become an Insurance App that’s Relevant with Millennials

CLIENT

Malacca EZ

Industry

DESCRIPTION

Objectives

Malacca Trust is a public company offering general insurance to B2B. Their performance gained strong trust from their clients that they believe it’s time to expand their service to B2C. Targeting millennial market, Malacca Trust launched Malacca EZ as a platform for their customers to engage with the brand.

Challenge

To become the chosen insurance app for millennials, Malacca Trust needs to understand millennial’s behavior and preference towards an app and insurance, as well as building emotional bonding between Malacca Trust and Millennials.

Solution

DMID assessed the brand and gather insights from internal, external, also industrial landscape to carefully position them in the right place. DMID came up with a wholistic brand platform, visual system. A brand guideline was provided to ensure a consistent brand implementation. DMID finetuned brand personality with the visual and communication to make sure that Malacca EZ is relevant to millennials.

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Malacca EZ: Understanding Millennial Behavior to Become an Insurance App that’s Relevant with Millennials

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OCBC

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Diamond

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