CGU zeroes in on 'odds in life' for first Asia drive

<p>SINGAPORE: CGU insurance, has kicked off its first-ever Asia-wide </p><p>consumer campaign, which centres on "the odds in life". </p><p><BR><BR> </p><p>The television and print push focuses on the odds of certain incidents </p><p>happening to consumers in life. This is then linked to CGU products, </p><p>life insurance and general insurance packages. </p><p><BR><BR> </p><p>FCB Singapore regional creative director, Chris Kyme, said: "The aim was </p><p>to do an insurance campaign that was honest and open in its tone. </p><p>Whereas a lot of insurance advertising tends to be patronising, putting </p><p>an arm around consumers and telling that 'We care' or 'we're big and </p><p>we're here for you', we wanted a more direct, down-to-earth approach for </p><p>CGU. </p><p><BR><BR> </p><p>"As a company, they have a no-nonsense reputation. The advertising </p><p>should reflect that. We tell people why they exist for them. Pure and </p><p>simple." </p><p><BR><BR> </p><p>FCB Singapore has worked on the account since CGU was formed three years </p><p>ago following a merger with General Accident and Commercial Union. </p><p><BR><BR> </p><p>The agency was involved in the company's announcement to trade and </p><p>designed all subsequent collateral material. </p><p><BR><BR> </p>