M&C Saatchi develops new brand campaign for MSIG’s motor insurance UMax in Singapore
M&C Saatchi has developed a new brand campaign for MSIG Insurance with UMax, its ground-breaking usage-based motor insurance as the focal point. The campaign encourages customers to drive safely using UMax, an innovative telematics technology which is able to record their trips and relay instant feedback about their driving behaviour to a mobile app. Their driving behaviour is then scored into bands ranging from green to red, where the customer can take charge of his/her insurance terms and pay according to how he drives.
Communications for the campaign are primarily digital-focused and include two videos developed for Facebook, YouTube and online banners to drive brand awareness and product education. Other activations include Out-of-Home media like buses and radio. The agency will drive MSIG’s brand presence and digital transformation in marketing and advertising across key markets including Singapore, Vietnam, Thailand, Malaysia, Indonesia and Hong Kong.
Tanuj Philip, CEO & Founding Partner of M&C Saatchi Singapore said, “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.” “Usage-based insurance is a relatively new concept in Asia. We hope that through this brand campaign, the public will gain 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,” John Brice, Senior Vice-President (Branding & Corporate Communications) of MSIG Insurance (Singapore) added.
Credits –
Executive Creative Director: Toh Han Ming
Planning Director: Ramesh Kumar
Agency Producer: Christina Woo
Art Director: Tay Kok Wei
Copywriter: Joel Kang
Accounts: Dawn Goh, Atiqah Haroon
Production Company: AMOK
Director: Sean Ng
Producers: Nick Guan, Lim Jiayun
Photographer: Eric WK Ng
Post Production: AMOK
Editors: Caleb Quek, Sean Ng
Sound Engineer: Neon Sound
OnLine/Composition: Sean Ng, Caleb Quek