MSIG launches regional campaign highlighting commitment

Developed by Leo Burnett Group Singapore, the campaign aims to reinforce the company's commitment to active and sincere service, build a long-term perspective, and develop a stronger emotional connection between its customers and its products.

In addition to Leo Burnett, Interbrand is involved in the campaign for strategic brand development, MEC Singapore for media planning and buying, and Fleishman-Hillard Singapore for communications.

Rolling out across five markets in Asia, the integrated campaign has seen print, television, outdoor and digital advertising kick-off in Indonesia (19 November), Singapore (20 November) and Malaysia (27 November). Hong Kong and Thailand will launch the campaign next year.

The campaign is the first step of its brand-building journey to increase awareness and communicate MSIG’s value proposition, according to the company. "Ultimately, we want to portray MSIG as a brand that cares for and understands our customers," Alan Wilson, regional CEO of MSIG Holdings, said.

Wilson said the message of ‘going above and beyond’ is an integral part of the company’s corporate character.

MSIG is part of Mitsui Sumitomo Insurance Company Limited within the MS&AD Insurance Group.

CREDITS

Client MSIG Insurance
Campaign Insurance that sees the heart in everything
Creative agency Leo Burnett Group Singapore
Creative group head Mike Dela Cuesta(Art), Sheila DelaCuesta(Copy)
Planning Toffael Rashid
Account servicing John Kyriakou, Asuka Yokota, Renus Ng
Media agency MEC