Did you find an ang bao (red packets) stuck to your car windscreen? Well some Singaporeans woke up this morning to find lucky ang baos on their car windscreens and motorcycles, courtesy of online insurer, Budget Direct Insurance.
Teams were being deployed in the middle of the night to deliver the red packets. Throughout the week, the red packets from Budget Direct Insurance will be delivered to approximately 2,000 carparks right across the island. Singapore motorists are being urged to keep a look-out.
This is the latest guerilla marketing campaign from the ambitious online insurer and includes millions of dollars of cash up for grabs. To redeem their $10 cash “ang bao”, motorists must register their vehicle details with the online insurer. “But they don’t need to buy anything,” said the insurer.
The marketing drive includes a refer-a-friend offer for anyone, vehicle owner or not, being eligible to receive a cash ang bao of up to $88 if they refer people who successfully register their vehicles under this campaign. It is a move that the insurance company hopes will give it direct access to more motorists in Singapore.
The initiative comes hot on the heels of the insurer’s previous marketing stunts which includes a flyer inspired by a “parking summon” that went viral. This was followed by a campaign in which “NETS FlashPay cards” were delivered to more than half a million vehicles in carparks across the island.
Simon Birch, CEO of Budget Direct Insurance, said the company’s cash offerings are a real draw to Singaporeans. While at the same time, he says, the insurer’s stunts have captured the imagination of the motoring community.
Birch said: “We’re an insurer that likes to do things differently. From our stunts to our promotions, what we do isn’t being done anywhere else in Singapore on such a scale. We are keen to shake up the insurance industry here. Not just in terms of our marketing but in terms of how we do insurance […] Our marketing campaigns are helping us to get the word out.”
During registration for the free ang bao campaign, motorists can receive a quick quote on their car and motorcycle insurance. And for car owners, this means yet another opportunity to claim some extra cash. If a motorist’s car insurance renewal quote from their current insurer is cheaper than a quote from Budget Direct Insurance for the same level of cover, they’ll get SG$100. And there’s no need to buy anything from them. Terms and conditions apply, of course.
Co:Horts Communications is the creative company supporting Budget Direct Insurance.