The ‘Small by smart’ insurance firm is touting the advantages of Asia3 Plus, its third-party voluntary motor insurance offer, with a push to build awareness quickly and drive sales.
“Our research shows that most major insurers in Thailand build their brands based on heritage, reliability and good service,” said Far East DDB managing director Dan Zonmani. “We want to distinguish Asia3 Plus by pushing its extra services at a new target group.”
Asia3 Plus, it is claimed, offers better protection than general third-party insurance. It covers car drivers and car damage — no matter what type of car, nor how old it is — as well as personal injury, property damage and death.
“We were tasked to increase sales from 120 packages per day to 300 packages per day,” Zonmani added.
The agency used TV and press to tell drivers that there is no need to worry about accidents if they are covered by Asia3 Plus. A motorbike-riding figure in the shape of the number ‘3’ was created as a brand icon and was the star of the commercials. “We wanted the brand to come alive and be easy for consumers to remember,” said Zonmani.
Forty-five-second TV spots kicked off the campaign before 15-second bursts took over, supported by press ads to provide product details.
