CASE STUDY: Thai Life encourages people to start caring

Background
Thai Life Insurance’s brand promise is “Value of (Thai) life”, which reflects its vision to be more than just a life insurance company. It cares for the lives of the Thai people in every aspect, besides providing financial security to Thai people. Its campaign has been positioned clearly to provoke care values and encourage people to start caring for those who care for them.

Aim
'Father' is Thailand’s national agenda this year. Hence, Thai Life Insurance wanted to launch a campaign that enhances care values, especially Thais’ care towards their fathers.

It wanted Thais to realise the unconditional love and care they have received from their fathers. It wanted to motivate people to express their gratitude to fathers after watching the TVC. Besides enhancing care values, its challenge was to ensure that the campaign will stimulate sales that Thais will consider buying insurance for their loved one to show their gratitude.

The ‘Silence of Love’ campaign strengthens care values and encourages people to care for those who care for them.

Execution
The three-minute TVC is about a daughter with a mute father. She thinks her mute father is the reason for her social inferiority, and why she was bullied and teased by her schoolmates. As a result, she gradually hates her father and neglects his love and care.

She tries to fill the ache in her heart with a boyfriend but he dumps her after knowing that she has a mute father. With an unbearable pain, on her birthday, while her father is practicing sign language to express his love to her, she attempts to commit suicide. At the hospital, her father begs doctors to save her daughter that he can give up everything, including his life.

Aside from the three-minute TVC, two-minute and 45-second ads ran through free and local cable TV and in cinemas. Other campaign elements would include print and radio ads, as well as point-of-sale materials.

Result

The TVC received 1 million views within the first week of release on YouTube, with only 0.6 per cent dislike. It was shared on Facebook over 700,000 times during the first week.

The TVC was translated and reposted in several languages such as English, Spanish, Chinese and Vietnamese. It was rank as the first Ad Critic on creativity-online.com website. In turn, the TVC earned free media coverage on top local websites such as Sanook.com and postjung.com.