DirectAsia Launches Holistic Communications Campaign as a Game Changer for Thailand’s auto insurance
Published: 07 Jan 2015
Bangkok, 07 January 2015 – DirectAsia.com (Thailand) will launch a holistic communications campaign on 8th January 2015 that aims to be a game changer in the way in which Thai consumers regard auto insurance. The 100 million baht integrated online and offline campaign has been developed in partnership with the award-winning creative team of Monday and CJ/WORX Co Ltd. The campaign will roll out with two TV commercials, digital marketing, out-of-home (OOH) media and radio spots aimed at DirectAsia.com’s savvy safe-driver segment.
All media elements will emphasise DirectAsia.com’s fair and friendly approach in dealing with motorists and its commitments on price, speed of service, and personal care. The TVCs will communicate what DirectAsia.com calls “hard guarantees”, where it backs its promise with refunds or compensation to customers if it cannot meet its service standard.
“We launched our company in Thailand with a best price guarantee for safe drivers and that’s still going strong. If customers find a cheaper price, we will refund the difference. We’ve added a hard guarantee on speed of response to the accident scene. We promise to be there in 30 minutes in Bangkok and Amphoe Muang or we will compensate THB 1,000,” says Mr Michael Parker, Chief Executive, DirectAsia.com (Thailand).
“The communications campaign delivers these guarantees in a creative way that is bold, bright and direct, which are our core values.
“We also aim to educate safe drivers that they don’t have to pay more to make up for dangerous drivers. Our prices are based on driver profiles,” says Mr Parker.
”Technology adoption is accelerating. Media is going digital. Consumers are more empowered and shopping online. We believe the game is changing and what we offer is the future for car insurance: fast and easy processes, online and via telephone, insurance cover and pricing that matches drivers’ profiles and outstanding claims service,” says Mr Parker.
”DirectAsia.com (Thailand) has focused on digital marketing since it launched in 2013 but is turning to both traditional media and digital media for the campaign to provide high visibility to its brand across Thailand.”
“The divisions between traditional and new media are changing and to be relevant you need to be where consumers are on the content device that they prefer,” says Mr Parker.
The creative theme for the communications campaign is to deliver satisfaction from quotes right through to claims and is the result of a year of customer engagement, focus groups and refinements to DirectAsia.com’s offer, pricing and website.