MSIG Takes Brand Focus In Latest Campaign

Regional - General insurance solutions provider MSIG, part of Mitsui Sumitomo Insurance Company (MSI), has launched a brand campaign across Asia.

Rolling out in five markets in Asia, the campaign runs on print, television, outdoor and digital.

First launched in Indonesia, it campaign is set to run in Singapore and Malaysia next, and will hit Hong Kong and Thailand next year.

Titled "Insurance that sees the heart in everything", MSIG aims to develop a strong emotional connection between the customer and its insurance solutions.

Alan Wilson, regional CEO of MSIG Holdings in Asia, said the campaign communicates "our philosophy and spirit of ‘going above and beyond'".

Paul Faulkner, CEO of MSIG Insurance in Singapore, added the campaign aims to portray MSIG as a brand that cares for its customers.

"The campaign will connect very strongly with our existing customers who already know us.  With this campaign, the MSIG brand will reach out to many potential customers who will realise our promise of insurance solutions that are delivered sincerely," he said.

Interbrand is the agency responsible for strategic brand development and Leo Burnett Singapore was behind the creative duties. MEC was in charge of media planning and buying duties while Fleishman-Hillard Singapore took care of the communications for the campaign.