New campaign "More or Less" ties DirectAsia and Shell together

DirectAsia Insurance Singapore has partnered with Shell Singapore to launch a new campaign titled "More for Less". The campaign aims to reward both new and existing DirectAsia customers who are members of the Shell Escape loyalty programme, with various exclusive perks and services. It is for the Singapore market.

BLK J, Ecselis and Ninemer Public Relations were involved in the execution of the campaign, which runs on radio, social media, online and outdoor channels until December 2017. Edelman and Mediacom were involved in handling the social media aspect of the campaign.

In a statement to Marketing, Karen Lee, head of marketing at DirectAsia Insurance, said its partnership with Shell is a "fine example" of two brands that share common brand values, coming together to deliver relevant savings and rewards to motorists. The benefits available under the new campaign include free 24-hour breakdown assistance, a dedicated claims hotline for Shell Escape cardmembers, as well as up to 3,000 redeemable Shell Escape points for SG$100 worth of Shell fuel, airline miles or shopping vouchers with participating brands and malls.