Background

Insurance in Indonesia is widely perceived as complicated and irrelevant to daily life, yet local audiences are highly engaged with real-life accidents and CCTV footage on social media platforms like TikTok, Instagram, and YouTube. WE+ capitalized on this viewing behavior by intercepting audiences at the exact moment they are thinking about risk, creating a series of optimized short-form videos to shift perceptions. The objective of the Crashes To Claim campaign was to deliver a resonant message that when accidents happen, insurance claims shouldn’t be complicated, and ultimately drive viewers toward real-world action.

Idea

Amuk Emak (Angry Mother), one of the campaign’s short-form videos, transformed a real-life moment of risk into powerful storytelling by using authentic, familiar visual cues such as an accident clip and CCTV footage instead of a scripted dramatization. It utilized a simple, realistic narrative structure that begins with a moment showing how quickly accidents can happen, followed by clean, direct messaging that reassures viewers protection is easily accessible through WE+. This format successfully turned short social media videos into moments of reflection, prompting audiences to think about insurance in a way that feels immediate, relatable, and relevant to their everyday lives.

Result

The campaign’s video-first approach generated strong engagement and delivered a measurable brand impact, achieving over 2 million impressions and 1.1 million video views across digital channels. Most notably, the campaign achieved an exceptional 70% view-through rate, significantly outperforming industry benchmarks for skippable formats and proving that the strong narrative alignment with surrounding accident-related footage effectively sustained viewer attention. Beyond passive viewership, this culturally relevant storytelling successfully drove tangible action, contributing to a surge in WE+ app downloads and effectively moving Indonesian audiences from reflection to active consideration.