The 50 million baht (US$1.5 million) campaign, which has a musical theme, aims to position the life insurers’ products and services as the rhythm of its customers’ lives.
“With the success of our current TVC, ‘Conductor’, which launched last November, AACP has become more familiar to consumers,” said Patchara Taveechaiwattana, chief officer of AACP’s marketing department.
“With the success of our current TVC, ‘Conductor’, which launched last November, AACP has become more familiar to consumers,” said Patchara Taveechaiwattana, chief officer of AACP’s marketing department.
“We are eager to strengthen our brand this year. We want viewers to know about our best-selling products and show them that we’re taking strides to become the country’s biggest insurer.”
The campaign consists of three 30-second spots - ‘Waltz’, ‘Tango’ and ‘Rock & Roll’ - featuring actors dancing to different musical genres to show how various AACP products chime with different tastes and lifestyles. Piya Boontarig, ECD of Y&R Thailand, said: “The three TVCs will make audiences smile. While everyone has a different lifestyle and rhythm of life, we can take control of the rhythm of our lives. They tell how different people are able to control this rhythm with AACP My Plan, and how AACP is always by their side to help them achieve what they want in life.”
The current campaign, which runs until April, is supported by print work to explain the company’s products in more detail.
AACP is spending a further 100 million baht this year to market its products to hit a 1 billion baht sales target by end-May.
Thailand’s US$5 billion life insurance market is backed by five companies that control close to 80 per cent of premiums in the Kingdom.
Despite a lack of promotion since 2001, brand awareness for AACP remains strong, ranked third among 25 life insurers and boasting an 11 per cent market share behind Thai Life Insurance’s 14 per cent. AIA is the market leader in the country with 42 per cent market share.
The life insurance brand will hope to see its market share grow to 18 per cent this year to make it the second-largest life insurer in Thailand.
AACP is targeting a large proportion of Thailand’s 64 million population, of whom many are still not covered by life insurance.
