DirectAsia Insurance, the direct general insurer for motor, motorcycle and travel is set to launch its latest TV and digital advertising campaign leading with the hashtag #DontGetStuck.
The campaign has been developed to highlight the autopilot behavior that customers demonstrate when renewing their car insurance policies. According to the Customer Segment Deep Dive by 2CV, the campaign draws on consumer research which reveals that almost 50% of people continue to automatically renew their car insurance policy with their current provider, without investigating whether it is providing the best value for money and suitable cover for their needs.
“Many Singaporeans seem to be resigned to a poor insurance experience including more expense for similar coverage, slow claims processes and settling for inflexible cover they don't need. We want to show consumers that they can make better choices by switching to DirectAsia Insurance and they will get a happier insurance experience, which everyone deserves.”
“DirectAsia’s #DontGetStuck campaign encourages consumers to reflect on their everyday default moments and seek the potential benefits of doing things differently. It is an extension and continuation of DirectAsia’s brand purpose to bring a more positive experience to insurance and delivers our ‘Where Happier Matters’ commitment," said Pauline Png, chief marketing officer of DirectAsia Insurance.
The three individual 15-second TV executions feature a sloth whose slow and repetitive actions encourage consumers to rethink their autopilot habit of renewing insurance without much thought resulting in painful experiences. Customers can relate to slow claims processes, being stuck in inflexible insurance options and renewing a policy that lacks value for money.
“Our idea uses the format of GIFs which, when you think about it, is nothing more than people being stuck in a loop repeating an action over and over again, often with disastrous or humorous results. The GIF execution is visually dramatic and in keeping with DirectAsia's brand character of being positive and dynamic, as well as having a witty take on the car insurance category,” commented Viraj Swaroop, creative, Mullenlowe.
DirectAsia Insurance will also be collaborating with key Singaporean influencers to amplify the #DontGetStuck message through content on social media platforms. They will showcase their individual challenges to followers and step away from their own autopilot moments to discover new and exciting ways of doing things.
The campaign will be supported by television, digital, print, and out-of-home advertising from mid-July to end-September, 2016.