Insurance is boring product for Thai people, as they still not realize on how important of having insurance. So the key challenge is how to create the campaign that can talk directly to the new target users who doesn’t want to listen to the insurance product detail and make them realize on how important of having it.
We created the campaign to demonstrate the benefit of having insurance with fun and easy way to understand.
When the accident and illness happen to the Thai people, they always think that they got the bad luck first before other reasons. So we want to use this insight as a key trigger and tell them that no one can protect you except the insurance especially on the bad luck day.
First, we utilize top online celebrity/influencer in Thailand “Tigercry” to create the teaser of them that they got the unbelievable bad luck and drive consumers to participate in campaign website to help them to get out of this bad luck.
Second, we create 30-day campaign which let people guess what will happen to “Tigercry” in each minute of the day to win the prize values equal to the real insurance benefit. After playing, consumer will understand that unbelievable accident and illness can happen anytime and anywhere with them.
Third, everyday we will have the video to show that Tigetcry can get any accident or illness at anytime of the day, the scenarios are from real-life situation e.g. in the office, while shopping or crossing the road, if you know when it will happen you can stop it but in reality you never know. And you should buy insurance today and stop blaming “Bad Luck”.
We gained over 150,000 registered users who participate in campaign with in a month. SCBLIFE website traffic are increase over 300% in the period of campaign. Over 10,000 users make an inquiry on the website to know more on SCBLIFE products.