To convey that its products meet consumers' changing needs, the print ads and six TVCs show people at crucial life stages - a woman weeks away from giving birth, a couple about to get married and a man starting a business.
John Borzi, managing director of Leo Burnett Singapore, the agency behind the campaign, said these were moments when people evaluated their lives.
The campaign was appropriately timed because more consumers were re-evaluating their lives after September 11. The move to present a more caring organisation came after Burnett's research showed that consumers felt insurance companies and financial institutions were too materialistic.
"Listening and understanding has been their corporate positioning for the past five to six years, Borzi said.
The campaign is targeted at the 25 to 45-year-old affluent professional segment as buying insurance is a family decision. The campaign is running in Hong Kong, China, Vietnam and Singapore.
