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Marketing Featured Southeast Asia

Starr Insurance Companies expands in Thailand

Bangkok, Thailand – Starr Insurance Companies has announced its expansion of services in Thailand by announcing an agreement with FPG Insurance Holdings Limited (HK) (FPG) and local Thai shareholders to purchase FPG Insurance Public Company Limited (FPG Thailand), a Thai non-life insurance company, together with local Thai parties.

Starr expects to strengthen local product offerings with tailored commercial insurance and accident and health (A&H) products and plans to further maximise its growth by recruiting and developing local Thai insurance talent. Previously, Starr supported the Thai insurance market primarily through its provision of reinsurance products, including technical risks, casualty, marine, and A&H products.

David Zuellig, FPG regional chairman, said, “This transaction reflects the standing of our franchises and is the product of the hard work, persistence, and determination of the FPG Thailand team despite challenging market conditions. The team is excited and ready to work with Starr in bringing the company to the next level.”

Meanwhile, Maurice R. Greenberg, chairman and CEO at Starr, commented, “Thailand is an important, fast-growing insurance market — one of the cornerstones of the Southeast Asia economy. Asia is both commercially and culturally important to Starr, as we trace our roots to an American-owned company founded in Shanghai more than 100 years ago. We look forward to serving the needs of local Thai companies and consumers through this new insurance capability.”

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Marketing Featured Southeast Asia

Insurtech EasyCompare launches reward scheme ‘EasyRewards’

Bangkok, Thailand – Thailand-based digital car insurance broker EasyCompare has launched a new reward scheme, EasyRewards, which offers lifestyle rewards worth up to THB9,390 (about $273) to motorists who buy or renew their car insurance with the service.

The rewards scheme is aimed at attracting new business as well as retaining existing customers, and with this, the Bangkok-based broker eyes to partner with leading car insurance brands in Thailand. 

Alisa Apaivongse, country head of EasyCompare, said, “The incentives we are offering will really help take our business to a whole new level. Customers can be excited that they’ll get a chance to receive benefits such as first-class round-the-clock health care, emergency home repair services and 24/7 car repair and assistance. Not only that, but our customers can continue to enjoy these benefits for as long as they’re insured through us. These are really added value for anyone buying car insurance from us and we’re very happy to be able to offer rewards that will make life easier for our customers.”

Having been in operation for five years, the insurance firm said it is keen to further leverage its success within the market, particularly at a time when Thailand’s digital business is seeing rapid transformation, in part due to the pandemic.

The new reward scheme will provide ‘unbeatable incentives’ for new and existing customers who will be given a choice of benefits worth up to THB9,390 (about $273) from the lifestyle categories of health, motoring, and home.

The firm also said that it will soon move towards digitising its online purchase process, kicking off with the launch of a full online quote and buy journey for a small number of its insurance partners before eventually rolling it out for all policies.

Apaivongse believes this smooth quote and buy process together with cheaper premiums, first-class customer service and the launch of their customer incentives package will appeal to Thailand’s motorists who are keen to get better value car insurance.

“When we launched five years ago our aim was to lead the way and shake up the Thai insurance industry, giving motorists a better deal all round. And today we can proudly say that we’re achieving that goal,” said Apaivongse. 

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Marketing Featured Southeast Asia

Touch ‘n Go, AIA Malaysia launches new travel insurance offering ‘SafeTrip’

Malaysia – Touch ‘n Go Group, via TNG Digital, owner and operator of Touch ‘n Go eWallet, together with AIA Malaysia, an insurance firm, has launched SafeTrip, a travel insurance plan for both domestic and international travel and covers travel inconveniences, medical expenses, personal accidents, and comes with extra COVID-19 protection. 

SafeTrip also gives international travelers an option to top-up their coverage for medical expenses related to Covid-19 to up to US$57,200 (RM250,000) in total, enabling them to satisfy the travel requirements of their destination country.

The company said SafeTrip costs just US$0.68 (RM3) per day for domestic trips and US$2.29 (RM10) per day for short trips in most Asian countries. Besides enjoying a rebate of up to 25% on their premiums for domestic plans and selected international destinations, Touch ‘n Go eWallet users will also receive an additional premium discount of 5% if they travel in a group of five and more.

Effendy Shahul Hamid, group chief executive officer (CEO) of Touch ‘n Go Group, said in celebration of the Hari Raya festival, the introduction of this second insurance product is timely as they expect to see more Malaysians making plans to make up for the lost time to reunite with their loved ones domestically and internationally. 

“SafeTrip is affordable and convenient to sign up for and it offers Touch ‘n Go, eWallet users, a rebate of up to 25% on domestic and international plans. Using technology and innovation effectively, we are excited to expand our services with AIA and offer this travel insurance to all our users,” Hamid said.

“We advise all users to ensure that they meet all travel requirements of their destination country to have a worry-free trip, as many countries mandate a certain amount of insurance coverage, especially on Covid-19 protection,” Hamid added.

Touch ‘n Go has been expanding its value-added services and has now included travel insurance as well, where users can buy this product directly from their Touch ‘n Go eWallet.

Users can select their travel destination, travel date, and the number of travelers to get a quotation instantly. Once payment is completed via the eWallet, users will be covered the moment their trip starts. 

Users can also submit a claim easier and faster as the entire process from claims submission to instant claims payout is performed online.

Ben Ng, CEO of AIA Bhd, commented, “Following the success of our first product collaboration, WalletSafe, the company is bringing yet another innovative and personalised solution to benefit Touch ‘n Go eWallet’s over 16 million users. SafeTrip could not have come at a more appropriate time as many are looking to resume travel plans with the reopening of borders.”

“We believe this product is set to provide our partner’s users with the much-needed peace of mind when they go on their trips, in line with AIA’s purpose of helping people live healthier, longer and better,” Ng adds. 

Since July 2021, TNG Digital and AIA had a long-term strategic partnership, paving the way for AIA to provide digital insurance solutions to users of Touch ‘n Go eWallet. 

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Marketing Featured South Asia

ACKO uses humorous cues to promote car insurance offering in latest ad

Bengaluru, India – In line with the upcoming Indian Premier League this year, insurance company ACKO has launched a marketing campaign in a bid to highlight the value propositions that a consumer can expect when buying directly from ACKO’s.

The ad films, created and conceptualised by The DDB Mudra Group, rely on quirky, humorous scenarios to drive home a simple message and a call to try the ACKO app to experience these benefits firsthand. The new campaign also brings back the characters of Murthy and Funcle from last year’s campaign and builds on the funny dynamic between them. 

In addition, the campaign, titled #CheckACKO, encourages viewers to check the ACKO app to discover the benefits, such as savings up to Rs. 50,000 on new car insurance, claim settlements in 24 hours and the benefits of buying directly from ACKO.

Ashish Mishra, executive vice president for marketing at ACKO General Insurance, said, “Research told us that consumers are unaware that they can actually save a huge amount of money if they pay attention to the cost of the insurance. With ACKO, the savings can be as high as 50k as they are buying straight from the company. That’s what the campaign is focused on, delivering the message in ACKO’s unique style of humour. The character Murthy has become very popular with the audiences and we just had to keep his adventures going.”

He added, “IPL is a great media property to launch new campaigns as it attracts large audiences. This year, we are the leading sponsors of six IPL teams and we are hoping that this campaign will play a crucial role in helping the brand connect with the base of IPL fans.”

Commenting on the campaign launch, Pallavi Chakravarti, creative head at DDB Mudra West, commented, “Getting one’s car ACKO insured is a no-brainer – what with same day claim settlements, savings of up to fifty thousand and much more. But sometimes one misses the boat and goes on to regret it. With this new 360 campaign, the misadventures of the long-suffering Murthi continue, as Funcle keeps extolling the many virtues of Acko at the strangest of moments.”

The first ad film of the series went live on March 31 and amplified across television, digital, and social media.

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Platforms Featured East Asia

HK insurance broker Alea launches ‘Alea for Women’

Hong Kong – Just in time for Women’s Month, Hong Kong-based insurance broker Alea has launched a new platform, ‘Alea for Women’, that aims to empower women to take control of their mental & physical health.

The company said the new platform is in response to the lack or difficulty of access to available resources and information on women’s health. The new platform aims to serve as a supportive community through helpful wellness content and exclusive webinars with top female health professionals on important topics like maternity care, annual checkups, fertility support, and mental wellbeing, as well as parenting, cancer prevention & treatment, and general health coverage, among others. 

Amelie Dionne-Charest, co-founder of Alea, said that they want to improve how insurance is usually perceived by bringing something different to consumers; offering unbiased information, ongoing education, expert health & wellness knowledge and insights about their healthcare options. 

“We believe that knowledge is power. We help people better understand their health, and insurance is an essential part of their wellbeing, too,” said Dionne-Charest. 

As a health & life insurance broker, Alea helps find the right insurance for consumers through its partner network of trusted insurance providers. As part of the said women-focused offering, Alea will help women find the right insurance for them, from health insurance to critical illness and life insurance options. 

The new offering goes under its goal of shifting the traditional model from cure to ‘care’ which it believes helps people feel more empowered and well-protected. 

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Marketing Featured ANZ

NRMA Insurance wishes ‘safe holiday’ for Aussies in new OOH campaign

Australia – Australian insurance company, NRMA Insurance, has launched a new out-of-home (OOH) campaign, which is a road safety holiday message, aimed at reminding Australians to drive safely during the holiday season.

NRMA Insurance provides insurance for cars, homes, travel, business, and motorcycle, as well as boat, and caravans in New South Wales, Queensland, Australian Capital Territory, and Tasmania, as well as South Australia, and Western Australia.

The campaign, which is created in collaboration with creative agency Bear Meets Eagle On Fire (BMEOF), features a series of cinematic images that capture the anticipation of a loved one’s arrival.

Titled ‘Safe always arrives’, the campaign’s images were created with award-winning photographer Simon Harsent, from The Pool Collective.

Micah Walker, BMEOF’s CCO and founder, commented, “In a world of complicated projects, it’s refreshing getting briefed to do a pure OOH campaign. Simon shot them beautifully.”

The campaign is now running across rural sites in New South Wales and Queensland.

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Marketing Featured Southeast Asia

NTUC Income to now become a corporate entity

Singapore — Leading insurance cooperative in Singapore NTUC Income has announced that it has decided to be corporatized and be a company governed by the Company Act. As part of the proposed corporatization exercise, Income will transfer its existing insurance business and assets to the new company (NewCo), Income Insurance Limited, and, thereafter, the co-op will be liquidated. 

The insurance co-op stated that due to market shifts and rising competitors, the proposal was initiated to gain capital and operational flexibility as well as create a foothold in the future of the insurance industry.

Ronald Ong, Income’s chairman, commented on the proposition, saying that he sees corporatization as a strategic and essential pivot for Income to scale its business quicker locally and regionally, investing in growth channels and markets, as well as digital capabilities to effectively compete more equitably with other insurers.

“Since its inception, Income has consistently shown agility to adapt and stay relevant amid evolving customer needs and market changes over the years. By embarking on the corporatization exercise, Income is demonstrating foresight to be future-ready and sustainable in an increasingly dynamic and complex insurance landscape,” Ong said.

Andrew Yeo, Income’s chief executive, said, “Income’s purpose to improve Singaporeans’ financial well-being will remain a beacon for our way of business. Thus, shifting from a co-operative to a corporate entity will have no bearing on our commitment to deliver positive customer impact through our products, services, and people.”

The proposed corporatization exercise is expected to be completed in the second half of 2022, and will only be changing Income’s legal form. There will be no effects on Income’s organizational structure and business operations — save that NewCo will take the place of the co-op, existing policy, and benefit coverage for clients. Income’s distribution channels and business partners are also expected to continue. 

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Marketing Featured Southeast Asia

Prudential SG releases limited-edition ‘power cards’ to encourage overall well-being

Singapore – Insurance company Prudential in Singapore has launched a new campaign where they will be giving away 85 limited edition decks of their “Ready, Reset, Go! Power Cards”, specially crafted to help Singaporeans improve their overall well-being amid the COVID-19 pandemic.

The deck consists of 15 cards divided into three categories that are key to living well holistically – finances; health and wellness; and work and relationships. Each card in these categories contains an interesting tidbit followed by a prompt for the reader to take an action step that will improve the state of their wealth, health, or work or social life. 

Also included in the deck are three blank cards that people can personalize by penning intentions and reflections as they take action to improve their well-being.

For people checking on the cards under the ‘finance’ category, the cards direct them to discover a set of wealth solutions that are available on Pulse, a digital health and wellness app from Prudential. Meanwhile, on checking cards under the ‘health and wellness’ category, they need to follow the instructions on the card to access a ‘BMI Recorder’ on Pulse. The feature just needs the user to upload a selfie to reveal their BMI. A SG$50 Deliveroo voucher is also available within the card deck of the ‘work and relationships’ category.

The campaign will run from 2 to 24 December 2021, until stocks last. To join the contest, consumers can register an account on the Pulse by Prudential app. Then, take a screenshot of the registration page and send it to a dedicated email address and wait for confirmation.

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Marketing Featured Global

Manulife appoints dentsu as global brand, creative partner

Toronto, Canada – Global insurance company Manulife has appointed global media and digital marketing communications network dentsu to be the company’s global brand and creative partner to amplify and evolve its brand across global markets.

This follows after Manulife had announced the next phase of their corporate strategy, with an emphasis on their Asia and global wealth and asset Management businesses, as well as putting digital transformation in their business journey to become a digital, customer-centric global company in the industry.

In addition, the partnership marks the first time that Manulife has selected a single global agency. The partnership will leverage the strength of dentsu’s innovative and creative capabilities. 

For Karen Leggett, global chief marketing officer at Manulife, by selecting dentsu as their global brand and creative partner means helping them build on their success in all the segments and markets where they operate. She also added that dentsu is an organization that not only shares their global footprint, but also their passion for customer obsession and values.

“We’ve made significant strides in our transformation journey by bringing together our global brand, launching our sustainability strategy and building on the next evolution of our brand promise, ‘Decisions Made Easier. Lives Made Better’,” Leggett said.

She added, “Manulife’s transformation is rooted in listening to our customers and creating experiences that exceed their expectations. Selecting dentsu as our partner on this journey will continue to integrate our global brand strategy while tailoring our approach to the unique markets in which we operate.”

Meanwhile, Jeff Greenspoon, president of global solutions at dentsu international, commented that they are proud to expand their more than 7-year relationship with Manulife to help elevate the brand globally. He added that they are inspired by Manulife’s mission to make decisions easier and lives better, and they too believe in putting people at the center of everything they do.

“With Manulife we share a spirit of collaboration and innovation to drive thinking that is ‘Ideas Led, Data Driven and Technology Enabled’. Our integrated team is excited to unlock unique opportunities, sustainable value and lasting change for Manulife and the communities it serves. We are excited for our integrated team to partner with the Manulife team to achieve meaningful progress as a force for both growth and good,” said Greenspoon.

Dentsu International has also recently retained the global media remit of financial services Standard Chartered.

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Marketing Featured Southeast Asia

Digital agency Tug nabs extended remit for Budget Direct Insurance, EasyCompare

Sydney, Australia – Digital marketing agency Tug has been reappointed by Budget Direct Insurance in Singapore and one of its brands EasyCompare in Thailand, with an expansion of its remit to include content and UX.

Budget Direct Insurance is an online digital insurance company and part of an international insurance group providing insurance solutions worldwide. EasyCompare Thailand is one of its brands and is an online car insurance comparison website and broker in Thailand. 

Tug was first engaged by the two more than 12 months ago to manage link acquisition and competitor analysis to boost their local search rankings. In addition to extending its initial engagement, Tug will also work on on-page optimization, content strategy, creation, and UX to further grow both brands in each country.

The agency said it will increase site engagement for the two brands by incorporating thought leadership pieces, data-driven content, and infographics to drive overall expertise, authority, and trustworthiness which are key factors for a successful SEO strategy.

Simon Birch, CEO of Budget Direct Insurance, said, “Tug has the capability and experience to deliver effective strategic thinking and implementation of search optimization, more than most in our region. I’m delighted we are not only continuing our relationship with them, but expanding its range of services to ensure Budget Direct Insurance and EasyCompare Thailand continue to be top of mind for consumers.”

Tug’s CEO Nick Beck commented, “Having built a successful partnership with both teams, we’re delighted that our engagement has been extended and expanded. As we continue to grow the Tug network across Southeast Asia, we look forward to establishing an on the ground presence in Singapore and bringing our expertise to more businesses early next year.”

Tug will be managing the business from its Sydney office, with plans to open a regional Southeast Asia hub in Singapore during the first quarter of 2022, joining its network of offices in Toronto, London, and Berlin.

Tug has also recently announced acquiring the SEO mandate of resto booking platform Dish Cult and also an extended remit for software firm LEAP to add global media business.