Insurance companies don't have great reputations. Like most people, Singaporeans saw them as cold, expensive giants that cared only about money.
Direct Asia motor vehicle insurance was different. It was small, fast, inexpensive and exclusively online – all the things the big guys weren't.
This tactical campaign targeted our car-driving audience in the places we knew they frequented.
Flyers slipped under car windshield wipers further pushed the message of fast, easy and approachable
And on the way out of the carparks, we gave drivers information with a smile, as they waited in exit queues. Messages placed next to existing scratch marks on the walls supported Direct Asia’s promise of lower costs.
The tactical campaign was supported with print and online ads. These highlighted the website and its 24/7 real-time chat assistance .