Gabey Goh
Jul 21, 2016

#DontGetStuck with insurance sloths, says DirectAsia

From Singapore: ‘#DontGetStuck’ for DirectAsia Insurance by MullenLowe Singapore

DirectAsia Insurance has launched a new TV and digital advertising campaign in Singapore featuring the hashtag ‘#DontGetStuck’. The campaign has been developed to highlight the autopilot behaviour that customers demonstrate when renewing their car insurance.

The three individual 15-second TV executions feature a sloth whose slow and repetitive actions encourage consumers to rethink their habit of renewing without much thought, resulting in painful experiences.

The campaign draws on the brand’s consumer research, which reveals that almost 50 percent of people continue to automatically renew their car insurance policy with their current provider rather than investigating whether it is providing the best value for money and suitable coverage.

The brand will also be collaborating with key Singaporean influencers to amplify the ‘#DontGetStuck’ message through social media. They will showcase their individual challenges to followers and step away from their own autopilot moments to discover new and exciting ways of doing things.

The campaign will be supported by television, digital, print, and out-of-home advertising, and runs until the end of September. There is also a dedicated microsite for the campaign.

Pauline Png, chief marketing officer, DirectAsia Insurance:

The ‘#DontGetStuck’’ campaign encourages consumers to reflect on their everyday default moments and seek the potential benefits of doing things differently. It is an extension and continuation of our brand purpose to bring a more positive experience to insurance and delivers our ‘Where Happier Matters’ commitment.

Viraj Swaroop, creative, Mullenlowe Singapore:

Our idea uses the format of GIFs which, when you think about it, is nothing more than people being stuck in a loop repeating an action over and over again, often with disastrous or humorous results.

Campaign Asia-Pacific’s view: One can’t help but assume the initial idea for this campaign came from Disney’s animated feature film Zootopia. Specifically the scene where an impatient rabbit police officer almost loses her wits waiting for the sloth behind the counter at the department of motor vehicles to pull information.

Creative inspiration aside, the campaign is based on some sound consumer insight about the unwillingness of consumers to go through the process of finding a new insurance company when their policy is up, and the intent to show them that it doesn’t have to be a painful process.

We do like the use of the sloth character, as it does neatly encapsulate the most common horror car owners go through, but we can’t help but think that the final execution might be lacking in some intangible way.

It might have to do with the Campaign jury still being undecided about the incorporation of what the agency describes as the “format of GIFs” in the video to illustrate being stuck in a loop. Though to be fair we appreciate the rationale behind it.

CREDITS

Chief marketing officer: Pauline Png
Head of marketing: Karen Lee
Creative agency: MullenLowe Singapore
Executive creative director: Erick Rosa
Senior copywriter: Viraj Swaroop
Art director: Andrew Ho
Associate planning director: Jonathan Nienaber
Global business director: Srija Chatterjee
Senior account manager: Louisa Cheong
Account executive: Kami Cheung
Producer: Fuzzy Abideen
PR agency: AKA Asia

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