FWD Life Insurance (FWD insurance) Send the brand campaign “Celebrate living” communicating the identity and heart of the brand that encourages everyone to live the life they like. Without worry All the worries left for FWD Life Insurance to help take care of focusing on marketing communication plans that truly sit in the hearts of Thai people in the New Normal era, the first time in the insurance industry, adopted the Musicumentary (Music + Documentary) strategy that tells stories in documentary format Through the use of ‘Celebrate living’ song to communicate, reinforce brand recognition, focus on using 360-degree media across all platforms. Hope to target every target customer
David Korunich, Chief Executive Officer, FWD Life Insurance Company Limited (Public) Said, “FWD Life Insurance has a vision to change the way people view life insurance. They want to deliver the best insurance experience to our customers. Our core values are Committed, Open, Innovative and Innovative. (Innovative), Proactive (Proactive) and Customer Care (Caring) This year, we have launched a brand campaign under the name “Celebrate living”, a milestone for FWD life insurance that has communicated the brand in line with the market. Of consumers through different storytelling methods. Which we aim to become a brand that sits in the hearts of Thai people nationwide “
Pawarisa Chumvikarn, Chief Image and Communications Officer, FWD Life Insurance Public Company Limited Said: “This brand campaign We have done both qualitative and quantitative marketing research with sample groups aged 25-50 years all over Thailand. In this New Normal era, what is the thing that makes life happy? Or even how they view life insurance. So that we can truly understand the Thai people in this era The results of the research show that it is what makes people of this age happy and able to move on. A small happiness Around the body called micro moments, which are the joys of the little things that can be done every day. Moreover, the results of the research also reinforce that music is still one of the mediums. Entertainment That consumers like and easily reach out to people Therefore, we have been using music as a medium for brand communication, this campaign. “
“From the information we get We therefore develop into the first brand campaign of this year. By presenting the brand’s story in a new way That has never been done in the insurance market is a strategy. Musicumentary (Music + Documentary) to create an advertisement film that tells stories in documentary format, we connect Celebrate living, happiness, micro moments with Musicumentary. We take real people to take Micro moments from real consumers. We do not have casting actors because nowadays people want to see stories. Their real-life presentations made it into a Musicumentary. To convey a happy story Through various and different preferences, such as food, travel, love, health, etc., combined with the use of ‘Celebrate living’ songs to create common interests of Thai people. And is a connection between the viewer and the commercials to be closer to each other
For this campaign’s brand marketing communication strategy Focus on both offline and online media in 360 degrees, including television, radio, out of home, and digital billboards. Covering the whole of Bangkok And provincial districts Including social media and entertainment platforms to ensure that we communicate to all target groups, we adopt a new advertising strategy, GEO Fencing technology, which has selected digital billboards in more than 31 strategic locations across Bangkok. Divided by people’s interests to send online ads that match the interests of that target audience. It’s like connecting people with their lifestyle from offline to online. And we have also linked communication via digital radio and social media through our engagement activity online media communication through various social media channels including Facebook, YouTube, as well as advertising on social media. Entertainment platforms such as LINE TV and Viu to create greater brand awareness and recognition. It is also important to communicate through KOL and influencers to share their views and preferences in different ways. Under the concept of “Celebrate living” to reach more target groups as well
“We sincerely hope that the commercials Musicumentary That we intend to make this To deliver positive energy and inspire everyone, Celebrate living, enjoy Micro moments every day, and believe this campaign brand will be another milestone that brings FWD life insurance closer to becoming an insurance company that will change perspectives. That people have on life insurance ” Pawarisa Conclude
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