Marketing Featured Southeast Asia

Great Eastern unveils new brand positioning, launches new regional brand film

Singapore – To mark Great Eastern’s 114th anniversary, the regional insurer has unveiled its new brand purpose – ‘Reach for Great’ – which expresses its promise to be a partner and enabler of its customers’ ambitions and aspirations. This brand refresh stems from extensive research involving more than 2,000 consumers across Singapore, Malaysia, and Indonesia done over the last two years.

Colin Chan, Great Eastern’s managing director of group marketing, shared that in 2020 in the midst of the COVID-19 pandemic, they rallied their customers to live Lifeproof, encouraging them to be resilient and optimistic in the face of adversity, and at the same time, they kick-started extensive research across their key markets to better understand consumer expectations of their insurance partner, and specifically from Great Eastern as their insurer of choice. 

“Findings from our research pointed towards the enablement of goals with consumers expressing the desire for us to help them in the pursuit of their financial goals and aspirations. This heightened consciousness about the need for financial wellness has been further accelerated as we move out of COVID-19 into a more endemic state of pandemic living,” he said.

To communicate this new brand positioning, Great Eastern has developed a new visual identity with a distinctive new headline typeface, colour strategy, and illustration style added to its brand palette. Taking reference from Great Eastern’s first brand logo in the 1900s, the new visuals sport a heritage crest to reflect its establishment as an inspiring and trusted insurance brand in the region. This new iconic and distinct treatment will be visible in all marketing material, which will be rolled out regionally across Singapore, Malaysia, and Indonesia in the next few months.

Moreover, to launch ‘Reach for Great’ in a relevant and compelling way, Great Eastern has also unveiled a new campaign and brand film featuring consumer profiles across Singapore, Malaysia, and Indonesia going about the unique pursuit of their own ‘greatness’. The real-life stories across the region capture the vast diversity of consumer’s goals and ambitions and show how Great Eastern is able to help them ‘Reach for Great’ through its combination of heritage, expertise, and inspiration, as the brand that believes in empowering everyone to achieve their aspirations no matter how big or small.

Chan added, “This refresh elevates our continuing and unique value proposition as a composite insurer to empower everyone to Reach for Great regardless of their aspirations, life stage or socio-economic status. We believe that Great is for everyone and that Greatness comes in many forms. Through the authentic stories of the people filmed in our brand film, we are that insurer of choice that will be there for life, to enable our customers to achieve their goals and #ReachforGreat.”

The new brand campaign is now available across free-to-air television, digital and social media, website, and out-of-home advertising across its key markets. Consumers can also interact with the brand as it rolls out a slew of product initiatives, rewards, and promotions from September onwards.

Platforms Featured Southeast Asia

Insurance company Great Eastern launches virtual travel, booking platform UPGREAT Virtual Vacay in Singapore

Singapore – In collaboration with lifestyle and travel website The Travel Intern and shopping platform RebateMango, Singapore-based insurance company Great Eastern has launched UPGREAT Virtual Vacay, a new virtual travel and booking platform that offers the comfort and safety of traveling from the users’ own homes.

The platform currently showcases three destinations – Japan, New Zealand, and Taiwan through immersive curated virtual tours. Users will be able to customize their travel experience from deciding where to go, what to do, and what to eat. 

For example, virtually going through Japan, users can Go-Kart through Shibuya and visit Tokyo barsMeanwhile, opting to go to New Zealand will enable users to vitually  wander around the Hobbiton movie set, while a Taiwan virtual trip lets users go through the night markets or take a food tour at Jiufen Old Street.

In the Singapore destination, the platform offers customised staycation itineraries designed to encourage users to explore local sights such as Chinatown, Kampong Glam and Downtown Core.

The company said that in the coming weeks, users can expect for more destinations to be added in the platform such as Korea and Taiwan.

UPGREAT Virtual Vacay will be offering  promotions, rewards, and bundles with travel partners such as, Hotels Combined, and Agoda. In celebration of the launch, the application’s “Shop & Earn” feature will also be offering double UPGREAT points which can be earned through travel bookings in Agoda, Klook, and Expedia.  

In addition to this, once users register on the platform, they can receive a complimentary one-year GREAT Value Protect plan, which provides a daily hospital cash benefit for up to 14 days if the user is hospitalized due to COVID-19, Dengue Fever, Yellow Fever, Zika, food poisoning, and accidents, as well as death benefits due to accidents or COVID-19.UPGREAT will also make available to  consumers Travel [email protected], which allows them to reserve their travel insurance plan for any future travel from 2021 at a 60% discount onregular prices,

Ryan Cheong, managing director of digital for business at Great Eastern said, “The love for travel is such a big part of our Singaporean DNA. With UPGREAT Virtual Vacay, we aim to bring customized experiences and travel benefits to our hundreds of thousands of UPGREAT members and all who can’t wait to get out and about. As the Life company, we aim to delight our followers on our digital channels in the areas most exciting to them, and UPGREAT Virtual Vacay is a great way to do this.”

Meanwhile, Hendric Tay, co-founder of The Travel Intern said, “With limited opportunities for physical travel, all we wanted was to be transported to our favorite destinations. Collaborating with Great Eastern to design virtual travel journeys was immensely fun for the team. We hope this can bring delight to anyone who has had to cancel their travel adventures this year, regardless of their travel styles.”

The UPGREAT app is not restricted to Great Eastern customers and is free for anyone in Singapore to join.