DirectAsia repositions itself with multi-million dollar campaign

General insurer for motor, motorcycle and travel, DirectAsia Insurance, is unveiling its new brand purpose and visual identity as part of a multi-million dollar regional repositioning campaign.

The ‘Where Happier Matters’ campaign will be launched in Singapore and Hong Kong mid-October. The campaign runs across various mediums such as TV, digital, print, OOH and on ground activation. In line with the new positioning, the DirectAsia Insurance logo has also been updated to reflect the "modernity and approach-ability of the brand", said the company. It will be rolled out on all marketing and digital platforms.

DirectAsia’s TV commercial shows a playful scene between a driver who has just had an unfortunate accident with a fire hydrant, and a helpful claims specialist, who is reassuringly by his side in his time of need. The creative drives home one of the company’s key points of difference – a dedicated claims specialist to handle your case with empathy, which many customers say makes for a much happier claims experience.

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Explaining the new campaign direction, DirectAsia’s chief marketing officer, Pauline Png said DirectAsia’s brand purpose has always been to deliver a more positive experience when it comes to insurance. She added that the campaign was created after consumers indicated skepticism about the insurance industry as they felt it to be complex and one that uses fear-based communication, which they are not comfortable with.

"Consumers tell us that they feel more empowered, knowledgeable and confident when they go direct, in contrast to the usual dread and confusion people associate when dealing with their insurance. Whichever point of the consumer journey, be it researching, buying, renewing, and most importantly when making a claim, we want to make the process simple and give customers direct, personalised attention, so they have peace of mind and a smile on their face,” said Png.

Jeff Geroux, CEO of DirectAsia Singapore also added,“Our organisation is built based on the customer being the centre of our business, so it is very natural for our employees to connect with the new Brand Purpose. You can experience this customer centric energy throughout DirectAsia – browsing through our new website, visiting us at our customer desk at 88 South Bridge Rd, or calling and talking to our customer care specialists."