The initiative, with estimated spend of up to US$5 million, is the latest move by Bangkok Insurance to boost its brand status, three years after launching its first branding campaign.
Since 2005, Thailand’s airwaves have been heavily populated with insurance companies targeting the mass market with product-led initiatives, promotions and branding work.
The new campaign looks to assert Bangkok Insurance’s position within an increasingly competitive market, with the likes of Mittare, Ayudha Allianz and Krung Thai Axa all jostling for share - and all using humour-based advertising.
The Creative Juice ads position Bangkok Insurance as the ‘worry free’ insurer. In one spot, a man pulls up to a posh hotel in a convertible Mercedes. He gets out of his car, and hands the keys to a porter - who promptly drives the Mercedes into a wall. The man looks stunned at first, then begins chatting amiably to a friend. ‘Worry free’ reads the endline.
Pongsuree Asanasen, the managing director of Creative Juice/G1, said: “The key objective of the TV campaign is to launch the ‘Worry free’ positioning. Supporting media - print and posters - will explain more about how and why consumers will feel ‘worry free’ with Bangkok insurance.”
In another spot, three plane crash survivors relax on a sofa beneath the remains of the wreck. A pilot staggers from the debris and one of the trio casually asks him where he’s from. “Mayday, mayday!” the pilot says. “Ah, from LA,” the husband replies.
The campaign targets 20 to 50 year-old consumers.
