The insurance company is unveiling a new brand purpose ("to deliver a more positive experience when it comes to insurance") and visual identity as part of a "multimillion-dollar campaign" covering Singapore and Hong Kong. DirectAsia promises to provide a more "uplifting experience when you go to them for protection". Thus the video spot here focuses on the smiling, reassuring service rep rather than "the usual dread and confusion" people associate with dealing with their insurance".
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