MDIC’S EXPERIENCE IN RAISING Insert your logo here PUBLIC AWARENESS ON FINANCIAL CONSUMER PROTECTION 15 June 2016 Iloilo City, Philippines Syed Mohammed Idid
The primary role of MDIC’s public awareness efforts is to support our mandate of promoting public confidence in the stability of the financial system Our communications objectives: • Instil trust in the Corporation’s role as an integral part of Malaysia’s financial safety net • Broaden the awareness of deposit insurance and insurance benefits protection amongst the target audience via the most relevant and cost effective communication tools and channels • Build better understanding of the features, benefits and limitations of the protection systems via various engagement, educational and advocacy communication approaches Page 3
MDIC carries out its public awareness strategies and initiatives via the Integrated Communications Plan (ICP) Increasing public awareness requires a targeted, long-term approach that builds on yearly initiatives The ICP provides a systematic approach & comprehensive strategies for MDIC’s communication efforts to reach intended target audiences that is resource efficient Beginning 2007, MDIC implemented its first 5-year Integrated Communications Plan (ICP) 2007 – 2011 The second ICP 2012 – 2016 builds on the first ICP, continues to focus on educating and enhancing the understanding of MDIC’s role and the protection it provides via effective communications tools programmes
The ICP includes multi-disciplinary communication approaches to reach our target audiences Advertising & Brand Public Relations & External Stakeholder Engagement Communications Communications Stakeholder Collaboration Corporate Publications Advertising Campaign Initiatives Programmes Website & E-Learning Consumer Research Member Institutions Engagement Initiatives Media Relations Education Programme Government Engagement Initiatives Crisis & IFR Communications Internal Communications Briefings/Exhibitions Corporate Collaterals Call Centre Operations 5 5
The ICP identifies specific target audiences so we can be focused in our communication efforts, adopting different approaches for different audiences General and affluent Advertising & depositors Mass Brand Insurance policy owners communication Member institutions Government agencies and Segmented Mass regulatory authorities Niche Media Professional and business associations Advertising & Schools, universities and PR Initiatives colleges PR Initiatives 6
ADVERTISING INITIATIVES 7
MDIC’s advertising strategies employ both above -the-line and below-the- line initiatives 1. Reach the mass • TVC audience • Radio / Jingle 2. High frequency • Print ATL 3. Build MDIC • Out-of-home branding & • Cinema promote • Digital awareness Financial consumers 1. Reach the • Brochures segmented mass & • Handbooks niche audience BTL • Posters 2. Better • Buntings understanding on • Decal DIS and TIPS
5 Step Our advertising campaigns are developed in a systematic and 1 Step comprehensive manner that begin with understanding the target audience Step 5 Step 1 Launch campaign Understand and measure audience effectiveness with demographic 2 Step quantitative Step 2 research (consumer survey) 4 Step Know their preferences & media habits Step 4 Test tactics & materials with qualitative research (Focus Group Develop Discussions) Step 3 suitable approach & tactics [emotive / informative]
Our advertising campaigns centre around TV commercials as this is found to be the most effective medium to reach the mass audience Macro approach What’s PIDM PIDM - to build brand ‘Kid’s’ TVC ‘Kid’s’ TVC Jingle awareness MoneySmart 123 TVC Trailer and Do You Know (1) What’s PIDM YouTube ad * ‘ Pantun ’ TVC ‘Graduation’ TVC ‘ Pantun ’ TVC Lat’s TVC Do You Know (3) TVC Do You Know (2) (DIS & TIPS) (DIS & TIPS) TVC (DIS & TIPS) Tactical approach - to educate on the protection systems 2011 2012 2013 2014 2015 2016
To support the TVCs, our campaigns included other ATL initiatives in print media… 2012 (Q3) 2012 (Q1) 2011 (Q3) 2011 (Q1)
…using a more tactical approach, in different languages to reach target audience 2015 2014 2013
…and radio advertisements which supported the brand recall ENG CHN TML BM 1. What’s PIDM ENG CHN TML BM 2. Do You Know? ENG CHN TML BM 3. Sure You Know Or Not ? ENG CHN BM TML 4. Do Your Part ENG CHN TML 5. MoneySmart 123 BM
Digital advertisements were employed to engage audience with interactive banners and drive traffic to MDIC’s website
BTL materials were developed to aid awareness and understanding of MDIC’s role and how deposit insurance protection works Brochures Handbook Decal Info Strips 15
Info Strips
Key learnings from our advertising initiatives • 2 prong-approach is necessary: (a) macro – to build brand awareness for MDIC (b) tactical – to educate the public on the features of the financial protection that we provide • Continued brand presence is important for maintaining public awareness (experience from Government Deposit Guarantee 2008 – 2010) • ensure the campaign resonates with the audience (emotive vs. informative) • ensure you are in the right communication channels for effective reach 17
The results of our public awareness levels over the years support these insights Returned to a 2-prong 70% approach with new impactful creatives using iconic cartoon Campaign successfully used both macro characters and tactical approaches, combining 60% emotive and informative creatives, in relevant media channels for the target audience 50% 40% DIS PIDM Emphasis on tactical (informative 30% creatives) approach & social media channels did not appeal to majority in target audience demographic 20% 10% Government Deposit Guarantee period where a low key strategy was adopted, with no advertising presence 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
PR INITIATIVES 19
For the segmented and niche audiences, MDIC employs a variety of stakeholder engagement programmes Members’ Relations Nationwide Briefings and Roadshows Insurance Liaison Officers Annual Banks Community Government Others Companies Activities Dialogues and Agents Collaboration 1) Media Collaboration with: Collaboration with: 1) Employees 1) Mail 2) Vendors 1) Annual with: 1) Insurance 1) FOMCA 2) Corporate updates 3) Visitors to meeting with 1) Training Companies’ 2) Money Outreach PIDM Centres 2) Networking Training Division member banks Compass 4) Retirees 2) MII sessions 2) MII 2) Annual 3) Lions Clubs 3) Training meeting with insurer members Media Relations Train-the-Trainer and Accreditation Programme Member Industry and Free Lancers Media education Established strong working Institutions Community session/ briefings relationship with the media Interviews and in disseminating story profiling Collaboration : Collaboration: information about MDIC, DIS Collaboration with Media releases and 1) MII 1) Insurance Individuals and TIPS networking session 2) FOMCA Companies with editors 2) Banks
For the secondary and tertiary school students, MDIC developed a unique education programme to teach basic financial habits in a fun way MoneySmart Online Game To date, we have Snap & Draw • reached out to 2,239 Photography & poster contest national secondary schools Campus Challenge • benefitted about 1 Song composition & video contest million students, 4,000 teachers from 2,239 Ambassadors schools and 150 higher Training learning institutions • In 2012, over 1 million Inter-schools visitors visited our FB project page with 157,000 ‘Likes’ competitions • Certified as “ Co- curriculum Partner ” by MOE Page 21
Publications in print and digital format, and online tools are other communication methods used to promote awareness about MDIC Publications PIDM Website Corporate & e-publication materials Information Videos PIDM Interactive Learning Platform (PILP) Interactive Content Online Quizzes Info Info Video Info Video Help-desk support Video DI Corporate TIPS 22
Key learnings from our PR initiatives Provides “depth” in our public awareness efforts to complement the “breadth” of our advertising campaigns Personalised engagement with stakeholder groups and immediate on- ground feedback for MDIC Ensure that programmes and initiatives complement stakeholders’ business objectives Collaborative arrangements enable better access to stakeholders 23
Ongoing measurement of our communication efforts through independent research is necessary to ensure that our strategies and initiatives are effective in promoting public awareness Objectives: To gauge public awareness levels about PIDM, DIS and TIPS To measure effectiveness of the Corporation’s communications strategies and initiatives Enables the Corporation to review and enhance its communication approaches and initiatives on an ongoing basis Mid Year Consumer Year End Consumer Focus Group Discussion Survey Survey (Qualitative approach) (Quantitative approach) (Quantitative approach) 24
Thank you Sala lamat Po Po
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