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.