Bangkok--7 Sep--Verve
Three major campaigns in the lineup to further strengthen its firm foothold in the grass-roots segment with use of local media
Ocean Life Insurance gives its H2/2009 marketing communications a distinction with the launch of ‘Friends for Life…and Beyond’ campaign in reality show style on Channel 5’s ‘Sabud Show’ TV program, expecting better communication to consumers. The campaign highlights three celebrity duos — Top Daraneenuch and Kong Piya, Aoh Keerati and Teen Sarawuth, and DJ Chow Chow and Aon Sriphan — on virtuous missions undertaken together with their ‘friend for life’, along with pairs of friends for life to be recruited from the TV audience. The company is also poised to introduce a new lineup of life insurance products with special emphasis on policies for the elderly, revenue compensation, and short and long-term savings for education and bequest.
Following the introduction of a refreshed brand image and a new slogan ‘Friends for Life...and Beyond’ in the first half of this year, Ocean Life Insurance have enjoyed very positive feedback from both the company’s clients and insurance agents.
Unveiling the company’s business direction for the second half of the year, Mrs. Dayana Bunnag, President of Ocean Life Insurance Co., Ltd., says: “We will continue to maintain and expand our existing client base in the grass-roots segment and increase our sales channels to reach to new target groups with life insurance policy offerings that cover all the demands of clients. The company will also gear up the strategy to create brand awareness, recognition, and experience with a series of marketing and sales promotional activities that reinforce the brand image and echo the slogan ‘Friends for Life...and Beyond’. This will be achieved through our brand communication campaigns that center around consumer’s participation and sharing of the same impression with the company. These will be implemented through a mixture of mainstream media, such as TV, newspapers, billboards, radio, websites, and magazines, together with local media, such as cable TV, community radio, and local events in order to reach all groups of clients. In addition, new insurance policies have been introduced, featuring properties and benefits that match well with the lifestyles of the grassroots, such as increased coverage of healthcare bills, revenue compensation, and coverage of cancers.”
The company’s communication strategy in the second half of the year will focus on two-way communications with consumers to offer them the shared experience of ‘‘Friends for Life...and Beyond’ through three major campaigns:
1. ‘Friends for Life… with Ocean Life’ is a major campaign in form of TV program sponsorship for the ‘Sabud Show’ program broadcasted on Tusdays, 23:00 hr on Channel 5, due to launch on September 8. To attract public attention, a duo of celebrated personalities in the entertainment circle will demonstrate the idea of how ‘Friends for Life’ can be implicated in various ways. They will be an example for the audience who wish to take part in the campaign through the TV program. Together, they will undertake their selected mission on ‘Sabud Show’ TV program.
To apply for this campaign, interested individuals are invited to send in a story about their good impressions of their ‘Friend for Life’, regardless of the nature of their relationship. The story should describe the reasons why he/she believes that particular person is apparently his/her friend for life. It should also describe a dream shared by both of them or an activity they wish they could to do together, and include a pair photo of them. The application must be mailed to P.O. Box 166, Lat Phrao, Bangkok or submitted online at www.ocean.co.th by October 31.
Twelve pairs with the most impressive stories will be selected by a panel of judges to undertake a joint mission on the TV program, competing for ten prizes of a package tour to Korea for two (20 winners in all) by Ocean Life Insurance in early December. Other prizes include Personal Accident Insurance policies with coverage of 200,000 baht and ‘Friends for Life’ T-shirts, given away on weekly lucky draws.
2. A campaign featuring ‘Friends for Life’ song, with Pun-Paiboonkiat Kiewkaew as the vocalist, will be launched on local media, including local cable TV, radio, and in-store radio in 754 moderntrade stores nationwide such as Tesco and Lotus Express, Big O, Tops,. The campaign will emphasize on the participation of the audience, encouraging them to share impression of their life partner on the programs.
3. A caravan will travel to 16 provinces to promote the new brand image of Ocean Life Insurance at major events, including Channel 3 Traveling Concert, Channel 3 Power Team, Red Cross Fair, and local festivals.
Additionally, local communications will also be strengthened with more billboards at the company’s branch offices nationwide, especially where the office building is located along key traffic routes.
During the first seven months of this year (January-July), Ocean Life Insurance recorded a total premium income of 5,796 million baht, rising 5.7% year on year. The first-year premium income amounted to 1,262 million baht while persistency rate stood at 84%. In the first six months of the year, the company posted the highest growth rate in first-year premium income through the agent channel in the industry. A target has been set for the third and fourth quarters for first-year premium income to grow by 15%.
“We feel confident that these market communication campaigns will provide effective penetration to our target groups. And because of the nature that differentiates them from other communication campaigns, they will increase awareness and positive attitudes of the public toward the slogan ‘Friends for Life...and Beyond’. This will provide a nourishing ground for our existing and prospective clients to gain enhanced brand experience and awareness. It will also reinforce the ties between existing clients and Ocean Life Insurance, while prospective clients will find our products and services much more appealing to them. In addition, more recognition can be expected with regards to the company’s commitment in becoming the best life insurance company,” Mrs. Dayana concludes.
For press queries, please contact Verve:
Khun Porntip Wiriyakitpattana (Bee), Tel: 0-2204-8210
Khun Wongchan Tangsongsak (Chan), Tel: 0-2204-8221