MSIG Insurance has launched a new brand campaign featuring UMax, its usage-based motor insurance, this was with the help of M&C Saatchi. Following its launch, the campaign will run primarily on digital-focused platforms, including two videos developed for Facebook, YouTube and online banners to drive brand awareness and product education. Other activations also include out-of-home (OOH) media such as buses and radio.
The launch comes after M&C Saatchi was appointed as creative agency for MSIG's regional office based in Singapore. The agency is responsible to drive the company's brand presence, and digital transformation in marketing and advertising across key markets such as Singapore, Malaysia, Indonesia, Thailand and Hong Kong.
The new brand campaign encourages customers to drive safely using UMax, an innovative telematics technology which is able to record customers' trips and relay instant feedback about their driving behaviour to a mobile app. Their driving behaviour is then scored on bands ranging from green to red, where the customer can take charge of his/her insurance terms and pay according to how he/she drives.
According to John Brice, senior vice president, branding and corporate communications, MSIG Insurance Singapore, usage-based insurance is a relatively new concept in Asia. Thus, the brand is looking to aid the public in gaining a greater appreciation of the safety features and connected services which UMax brings.
"With UMax, safe driving behaviour is further rewarded with the waiver of the policy excess you pay in the event of an accident,” Brice added.
“UMax is another example of MSIG taking a customer-centric approach in line with being the insurance company that sees the heart in everything. We are delighted to partner with them in this initiative and look forward to many more to come.” Tanuj Philip, CEO and founding partner of M&C Saatchi Singapore said.