DirectAsia’s new campaign aims to deliver a happier more personal approach to dealing with what has been seen as a chore – insurance
Award-winning and leading direct general insurer for motor, motorcycle and travel, DirectAsia Insurance, is set to unveil its new brand purpose and visual identity as part of a multi-million dollar regional repositioning campaign ‘Where Happier Matters’ this October.
DirectAsia empowers you to get in the driver’s seat when it comes to buying insurance, by providing direct access to its services, wherever and whenever you want it, and offering customisable plans – so you only pay for what you really need. Putting the customer first, the DirectAsia team also promises to provide a more uplifting experience when you go to them for protection.
“DirectAsia’s Brand Purpose is to deliver a more positive experience when it comes to insurance and the ‘Where Happier Matters’ campaign brings this to life in all aspects of our business. Consumers tell us that they feel more empowered, knowledgeable and confident when they go direct, in contrast to the usual dread and confusion people associate when dealing with their insurance. Whichever point of the consumer journey, be it researching, buying, renewing, and most importantly when making a claim, we want to make the process simple and give customers direct, personalised attention, so they have peace of mind and a smile on their face,” said DirectAsia’s Chief Marketing Officer, Pauline Png.
“As an innovative newcomer to the industry five years ago, we wanted to highlight the joy of dealing directly with your insurer, as is common practice in many other developed markets like the USA and Europe. We are certainly not afraid to challenge the status quo of the insurance experience to benefit our customers – crucially, the ability to speak with empowered, dedicated specialists to transform a typically frustrating process into a simple and easy experience. Our Brand Purpose demonstrates our commitment to continue to look for new ways to delight our clients,” added Managing Director, Bob Thaker.
Launching in Singapore and Hong Kong, DirectAsia’s TV commercial shows a playful scene between a driver who has just had an unfortunate accident with a fire hydrant, and a helpful claims specialist, who is reassuringly by his side in his time of need. The creative drives home one of the company’s key points of difference – a dedicated claims specialist to handle your case with empathy, which many customers say makes for a much happier claims experience.
Png continued, “Consumers have told us that they are skeptical about the insurance industry as they feel it is complex and uses fear-based communication, which they are not comfortable with. As such, DirectAsia wants to take a fresh approach to uplift the feeling around insurance, yet still making a very genuine customer service promise.
“Our TV commercial is different from any other insurance communication you would have seen because we want to tell a story that is more human, with a sense of humour and yet credible. Who says insurance has to be boring?!”
The campaign will be supported by digital, print, out-of-home and on-ground advertising.
“Our organisation is built based on the customer being the centre of our business, so it is very natural for our employees to connect with the new Brand Purpose. You can experience this customer centric energy throughout DirectAsia – browsing through our new website, visiting us at our customer desk at 88 South Bridge Rd, or calling and talking to our customer care specialists. Our team of more than 130 knowledgeable and caring specialists are here in Singapore, ready to ensure you have just the right coverage in your DirectAsia policy, and most importantly, to ensure you have caring and competent support should you experience a claim” said Jeff Geroux, CEO of DirectAsia Singapore.
In line with the new positioning, the DirectAsia Insurance logo has also been updated to reflect the modernity and approachability of the brand and will be rolled out on all marketing and digital platforms.