FWD Thailand redefines insurance through short film targeting Thais aged between 18 and 35 via GREYnJ UNITED Thailand
FWD Thailand and GREYnJ UNITED Thailand, through its sister agency, Black&White, have teamed up to launch a new campaign in a bid to shift the industry’s norm and change the way people feel about insurance, something which is typically built on fear tactics and even distrust.
‘Musicumentary’, a short documentary, features the story of a young music composer who is in search of the true meaning of “celebrating living” as a source of music composition for a client. He soon finds out that this statement emphasizes the value of living in the moment, whether it is a big or small joy or even just seizing opportunities and embracing every aspect of a life experience.
The integrated communication campaign covers TVC, outdoor media, radio and online film and aims to attract people in ‘Segment G’, young at heart, creative minded, and aged between 18 and 35. Although they may not have any insurance as yet, they are keen to secure one. The campaign connects the brand and its target group through its brand purpose -Celebrate Living.
“The combination between music and good storytelling allows the brand message to take centre stage of the audience’s hearts effectively. It’s another way to encourage people to nurture a passion for life and empower people to live life to the fullest without hesitation,” said, Creative Director, Arnon Kantawang.
Sureeporn Kulchotehirun, Business Director, said: “the life insurance market in Thailand is highly competitive, and therefore a strong brand presence and trustworthiness becomes a key consideration for customers. We’re pleased to partner with FWD and leverage our creative expertise to address the business problems of this challenger brand.”
“GREYnJ UNITED via Black&White showed us its expertise in both strategic planning and creative excellence. They truly understand FWD’s initiatives on empowering people to celebrate Living and our vision in changing the way people feel about insurance,” said, Pavarisa Chumvigrant, Chief Branding and Communications Officer, FWD Thailand.
Client: FWD Thailand
Brand: FWD Insurance
Name: Panjaporn Kruapanichwong
Brand and Integrated Marketing Communications, Corporate Brand and IMC,
Agency: GREYnJ UNITED Thailand
Chairman: Thor Santisiri
Chief Creative Officer: Jureeporn Thaidumrong
Chief Executive Officer: Kanaporn Hutcheson
Chief Operation Officer: Thipayachand Hasdin
Deputy Chief Creative Officer: Asawin Phanichwatana
Creative Director: Arnon Kantawang
Copywriter: Jidapa Udomkittivorakul, Prapassara Anusin
Art Director: Tanitsara Wunpanich
Business Director : Sureeporn Kulchotehirun
Group Account Director: Kanhatai Wongbunditjaroen
Planning Director: Jongkoch Dusittanakarin
Head of Production: Kanoksak Kanchanachutha
Agency Producer: Thanyaporn Damprasert
Senior Traffic Coordinator: Juthamas Tantated
Project Manager: Ruangkanjana Aiamrit
Production Company: underDOC film
Film Director: Yossawat Sittiwong
Cinematographer: Kritsada Nakagate, Nottapon Boonprakob