VML Thailand reimagines insurance through immersive experience for Ocean Life
Insurance has always begun in the same place: risk. Ocean Life Insurance believes protection should begin with something more human: love. Built around the company’s 70-year brand belief, “Love Empowers Your Life”, Love In The Universe is an immersive storytelling experience, created via VML Thailand, that transforms emotional self-discovery into a more personal starting point for protection. Designed for the Gen Y “sandwich generation” – those balancing the demands of parents, children, work and partners – the experience encourages visitors to prioritise the one person they often leave until last: themselves.
Instead of beginning with products, paperwork or financial questionnaires, visitors journey through five immersive worlds of light, sound and interactive storytelling. They reflect on the loves that orbit their lives – family, friends, work, romance – until one truth reveals itself: self-love is the sun every other love draws its power from. Somewhere along the way, they write letters of apology and gratitude to themselves. And at the very end, a mirror asks a single question: from now on, how will you begin to love yourself? That realization becomes their Love Priority, what they truly want to protect, and why.
No one sells here. The exhibition does – by giving first. Every visitor leaves with a Love Priority Profile – one of six love personas – which, with their permission, becomes a first-party insight for the brand: a “family backbone” learning to love themselves is guided to recharge – health, finances, planning ahead – so protection arrives only when it feels right. In the final zone, visitors download 77 Ways to Love Yourself – small, doable steps. Way No. 77: Love Protect 77, a savings-and-protection plan with savings for yourself and a lump sum for the people you love. Created for exactly this moment.
That insight travels with the customer: beyond demographics or life stage, every conversation – with an advisor, online, at purchase – can begin with what each person truly values, turning insurance from product-led selling into purpose-led guidance.
More than an exhibition, Love In The Universe reimagines the very first step of insurance. Storytelling becomes the onboarding journey. Self-discovery becomes the data. And Love Priority becomes the understanding of how each person wants to be cared for.
Because before people decide how to protect their future, they first need to discover what is worth protecting.
Insurance has always understood risk. Now it can understand love.
Credits
Client: OCEAN LIFE
Somrut Kuljaruopas – Senior Vice President, Acting Chief Marketing Officer Marketing Division
Puchita Charoenpong – Assistant Vice President Corporate Communication
Supaporn Homchuen – Senior Brand and Marketing Communication
Agency: VML Thailand
Park Wannasiri – Chief Creative Officer
Thanawat Sakunnanthiphat – Executive Creative Director
Paowarej Ruekudom – Creative Group Head
Kanyarat Saowaneeyakorn – Art Director
Wongsathon Chaloeisak – Art Director
Peeraya Leelachart – Business Director
Jaruvat Permpoonrattanakul – Client Service Director
Kittiya Supava – Group Account Director
Chonladee Pongpanyarat – Account Manager
Ekaluck Charanvas – Chief Strategic Officer
Pundaree Teintaweewut – Senior Strategic Planner
