AIG Direct's rollout across Asia-Pacific follows its success in the US and Japan, according to the company. With AIG Direct, consumers can apply for insurance cover over the phone, bypassing sales agents.
The Singapore campaign takes a two-pronged approach, with executions for both an older and younger demographic. The first execution aimed at 50 to 75-year-olds highlights its low premium offer and the fact that medical examinations are not required to encourage older people to sign up.
AIG's second execution is aimed at 35 to 45-year olds and calls on the younger target audience to 'Protect your parents'.
Bates, which won the Singapore assignment in May following a pitch against OgilvyOne, Rapp Collins, M&C Saatchi and Nexus/Asatsu, said the selling points and its two-pronged approach was based on market research.
Bates Singapore found that older people were not only price-conscious but disliked having medical examinations, according to the agency's chief executive officer Matthew Godfrey.
The agency also found that in a market such as Singapore, a younger audience was equally important as children take care of their parents in old age.
AIG believes the accident cover will sell well because it is one of the few policies of its type in the market, where the age limit has been extended to 75 years beyond the norm of 65 years.
A PR campaign by Bates' 141 marketing agency will support the press push.
