CHOOJAI & FRIENDS and Allianz Ayudhya turn fine print into a 25-meter billboard

Allianz Ayudhya has launched its new “Straightforward” campaign, via CHOOJAI & FRIENDS, by doing what no other insurance brand in Thailand has ever dared to do: bringing the lengthy policy terms and conditions – usually hidden in fine print – into the spotlight, displayed prominently on a massive billboard in central Bangkok.

Thai consumers are known to avoid reading long documents, especially the extensive policy conditions in insurance contracts. This habit has led to a recurring industry-wide issue: customers purchasing insurance without fully understanding the terms, resulting in disputes, lawsuits, and widespread misunderstandings that damage the reputation of insurance companies. Allianz Ayudhya has identified this root cause as a critical problem occurring before the purchase decision — when people fail to read the conditions in advance.

For most insurance brands in Thailand, “policy terms and conditions” are considered a sensitive subject to be avoided in marketing communications, as they may create a perception of complexity or discourage potential buyers. Allianz Ayudhya, however, chose to take the opposite approach — turning what others try to hide into the central message of its campaign. The company aims to make buying insurance as straightforward and transparent as possible, reducing potential issues that may arise later by encouraging customers to read and fully understand the conditions before making a purchase.

“For us, policy terms and conditions are not something to conceal. They are essential details that directly impact our customers’ lives. We want people to be fully informed before making a decision,” said a spokesperson from Allianz Ayudhya.

This insight led to the creation of a groundbreaking billboard, specially designed and built from scratch to feature the full text of the “Unlocking Double Care” health insurance policy terms. Measuring 18 meters in width and 25 meters in height, and weighing over two tons, the billboard was constructed and installed using cranes. Situated in one of Bangkok’s busiest districts, it immediately captured public attention both on the streets and across social media. This marks the first time an insurance brand in Thailand has ever done such a thing — boldly bringing into the spotlight what most brands have always tried to avoid, and making it visible for everyone to read.

As the first insurance brand in Thailand to make such a bold move, Allianz Ayudhya has successfully turned a commonly overlooked detail into a powerful statement of transparency. The “Policy Terms and Conditions” billboard has reinforced the brand’s commitment to honesty, openness, and its promise to make insurance not only transparent but truly straightforward. By doing so, it has sparked greater interest among people in actually reading and understanding Allianz Ayudhya’s policy terms.

Credits
Client: Allianz Ayudhya Thailand
Creative Agency: CHOOJAI & FRIENDS
Production: MINDSHARE