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