Developed by Tribal DDB Singapore, this campaign combined on-the-road communications with online materials, to reach out to drivers more effectively.
It involved performances, in the form of live skits, at traffic junctions in Singapore to prepare drivers for unexpected vehicular situations. The skits cover four key scenarios, namely floods, collisions, road rage and car theft, to highlight the importance of DriveShield.
The skits were filmed and uploaded on YouTube for public viewing and sharing. They were released separately over a period of a month.
Joyce Koh Pondrano, senior vice president at DBS Consumer Banking Group, said, “Car insurance is a parity product across most brands. In order to break through the clutter, we decided to do something fun that engages our audience differently. The campaign has been well-received by online viewers and we have seen an increase in enquiries on DriveShield.”
Francis Ooi, creative director of Tribal DDB Singapore, noted that the agency decided to add a twist to bring the campaign to the consumers, instead of taking the conventional route of holding road shows.
Since the launch, the videos have garnered more than 34,000 views, and an 80 per cent increase in traffic to the DriveShield product page. The media planning duties were handled by MPG Singapore.
