#MarketingExcellenceAwards highlight: How Tokio Marine cared for the well-being of frontliners and the vulnerable during COVID-19

Tokio Marine Life Insurance Singapore (TMLS) wanted to show that it was not only the go-to planning partner for consumers, but also a company that truly cares for the well-being of frontliners and vulnerable communities during the pandemic. To showcase its goal to help these communities, TMLS and Three60° Consulting worked to come up with the TMLS #goCare Campaign, which led the brand to be named a finalist for Excellence in Communications / Public Relations at MARKETING-INTERACTIVE's recent Marketing Excellence Awards 2020.

Challenge

TMLS formulated its #go8 marketing campaign in late 2019 to kick-off a three-year strategic masterplan. The campaign is the brainchild of CMO Gilbert Pak and comprised of eight distinct pillars of financial planning aligned to different life stages. It also showcased TMLS’s commitment towards addressing financial needs by offering innovative solutions.

Additionally, #go8 furthers the company's holistic vision of becoming the go-to planning partner and demonstrates its full suite of customer-centric solutions catered to eight planning approaches. However, companies worldwide were struck by the COVID-19 pandemic and TMLS wanted to exemplify its positive values through its actions. To show that it is proactively supporting vulnerable communities, frontline heroes, as well as its employees and customers, TMLS launched the #goCare campaign in January this year.

Strategy

With the announcement of the #goCare campaign on 31 January 2020, TMLS said it was the first life insurer in Singapore to provide a lump sum financial assistance benefit of SG$5,000 to its policyholders in the fight against the pandemic. CEO Christopher Teo said with this sum of financial relief, its consumers can have the peace of mind to seek medical treatment and recover well without unnecessary financial stress to the family.

For every sale closed through its tied agency channel from 1 February 2020 to 30 April 2020, TMLS has pledged a SG$10 donation. The funds raised are being donated to the International Red Cross and used in the purchase of medical necessities.

https://www.facebook.com/watch/?v=517369869172028

Execution

To date, TMLS has assisted 24 policyholders diagnosed with COVID-19; each receiving a lump sum financial assistance benefit of SG$5,000 to help them tide over the period. The second wave of #goCare initiatives reaffirms TMLS's mission in making every effort to create a positive impact on the people around it. The two-pronged CSR initiatives extend care for the less privileged and also demonstrate support for the frontline heroes.

The management team, staff and financial representatives assembled 1,000 #goCare kits. Each of them contained five masks, Vitamin C pills and hand sanitiser, which were distributed to the elderly and the needy via Asian Women’s Welfare Association, and also to its staff and agency force.

A select group of representatives including Pak and head of agency strategy Raymond Sim, personally delivered the kits to the association. At the same time, TMLS also delivered 2,000 snack boxes to four structured hospitals - Sengkang General Hospital, Singapore General Hospital, KK Women's and Children's Hospital, and Changi General Hospital - to show appreciation to medical professionals.

Results

The #goCare campaign amassed a total media value of more than SG$193,000 via the press release sent out on 31 January. TMLS also had a healthy number of media queries and engagement with The Straits Times. The next CSR wave of its #goCare initiatives recorded impressions worth at least SG$72,000 in media value.