Bangkok--20 Oct--Aziam Burson-Marsteller
ING Life Limited is launching the “Continue Your Preferred Lifestyle” campaign, to reinforce the concept of “Continue Your Life The Way You Prefer” though an ING insurance policy. The campaign is aimed to further enhance ING Life brand awareness among working urban consumers. ING Life’s brand awareness among Thai consumers has been steadily increasing during 2009, and in Q3 2009 Nielsen reported that it had increased by 14% over the same period last year.
Mr. Rajesh Sethi, President and Chief Executive Officer, ING Life Limited, said “In the fourth quarter of FY2009, ING Life Limited has deployed proactive marketing strategies to continually raise brand awareness. The “Continue Your Preferred Lifestyle” campaign is designed to support this strategy.”
“ING Life Limited has developed deep insights into Thai consumers in the 25-35 age range, based on an extensive consumer research program. We know, for example, that they are advancing their careers, starting families of their own while at the same time building wealth. Also, while these individuals have increasing responsibilities, they still want to continue enjoying their chosen lifestyle. ING Life Limited is therefore offering insurance products under the “Continue Your Preferred Lifestyle” campaign that are specifically designed to manage the risks of everyday life. For example, if they should fall ill or suffer an accident, ING’s support will allow them to continue their normal routine without worrying about unforeseen expenses. Further, when it is time to retire, our policyholders will be able to continue their chosen lifestyle with the retirement benefits provided by ING. Further, ING Life’s products are all developed and sold in line with the ING Business Principles that ensure we comply with the highest ethical standards and thus enjoy the trust of our valued customers. ”
“Under the “Continue Your Preferred Lifestyle” campaign, ING Life Limited is offering a wide range of insurance products that, in addition to providing personal risk management, also serve as important financial planning tools. In these uncertain times consumers are looking for financial safety and security from a company they can trust. These projects offer our customers attractive financial returns that help secure their future prosperity while also providing the significant benefits associated with the underlying policy. We are confident that our policies can effectively meet the needs of Thai consumers” continued Mr. Sethi.
To support the launch, ING Life Limited has created an integrated communications program that reinforces the campaign’s message through all major communications channels to reach our target consumers nationwide. These activities include a 30 second TV commercial entitled “Can Do”, airing on all television channels. In addition, advertising includes BTS trains and stations, buses, magazines, and elevators in office buildings in main commercial areas.
ING Life is excited about this new campaign and its ability to connect with younger Thai consumers who represent a large potential market for life insurance.
For further information, please contact: Aziam Burson-Marsteller Tel. 0 2252 9871