Great Eastern rebrands its general insurance arm for greater brand unity

Great Eastern Holdings has rebranded its general insurance arm, Overseas Assurance Corporation (OAC) to Great Eastern General Insurance (GEG) in Singapore. Meanwhile, operations in Malaysia are targeted to follow at the end of August 2017, according to the company. Singapore and Malaysia are key markets for the company.

The OAC rebrand is part of the organisation’s strategy to strengthen its focus, further building its general insurance business into a considerable source of growth for the Great Eastern Group. It also aims to have great brand unity across its business lines. This will allow it to fully leverage the more established Great Eastern brand to offer better business propositions.

In a conversation with Marketing, Tan Seck Geok, head, group brand and communications, said that the rebrand took nine months to execute. The brand is currently undertaking a marketing campaign to push the new brand. Presently, this includes print ads, radio, out-of-home advertising, social media and programmatic ads served on desktop and mobile. Moving forward, Great Eastern looks to deploy greater focus on digital and social media. The campaign will run from mid-July to September 2017. Great Eastern is currently working with several agencies for the rebranding campaign. This includes Meta Fusion for creative, PHD for media and Protocol for social media.

To push the new brand, Great Eastern Holdings group CEO Khor Hock Seng (pictured centre) said that the company would be leveraging the distribution capabilities of Great Eastern and subsidiary OCBC Bank. This will allow the new brand to “tap into new growth opportunities” in a bid to serve individual and corporate customers.

Khor added that the brand would also be boosting its digitisation capabilities to make it more convenient and easy for customers to work with the brand. Plans are also underway to enhance the digital experience.

One example of this is the implementation of its Travel Smart Premier mobile app, which targets customers who travel for travel insurance needs. GEG customers will also be able to join Great Eastern’s Live Great Programme, the brand’s loyalty programme focussing on health and wellness privileges from merchant partners. Following the rebrand, Great Eastern will be launching Live Great Fridays, a campaign which welcomes GEG customers.

“We remain committed to delivering good value and empowering our customers to make informed decisions regarding insurance solutions to protect their loved ones, their lifestyle and their business. We will continue to provide innovative products and services,” Khor added.

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