FWD insurance launches “Celebrate living” brand campaign with insurance Industry’s First “Musicumentary” to Win Thais’ Hearts

FWD insurance launches its brand campaign “Celebrate living” to communicate about its identity and philosophy to let people live to the fullest, worry-free, with the company by their side to help take care of the rest. The brand’s marketing communication is designed to establish FWD insurance as Thais’ favorite brand in the New Normal age. For the first time in insurance industry, Musicumentary (Music + Documentary) serves as a storyteller. Just as a story is presented in a documentary style, ‘Celebrate living’ song perpetuates communications and brand recognition. This integrated brand campaign will roll out across all media platforms to cover all FWD insurance’s target groups. 


David Korunić, Chief Executive Officer of FWD insurance, said “FWD insurance has the vision by changing the way people feel about insurance. To fulfil our vision, we have delivered the best insurance experiences to our customers through the work approach that is solidly rooted in our Brand core values - Committed, Open, innovation, Proactive, and Caring. This year, our brand campaign is ‘Celebrate living’. It is a milestone in itself because it is done with a truly differentiated storytelling technique. Our goal is to bring our brand into the hearts of all Thais”.

Pavarisa Chumvigrant, Chief Branding and Communications Officer of FWD insurance, said, “Our brand campaign is developed based on findings from our qualitative and quantitative marketing research among people aged between 25 and 50 years old across Thailand, which sought to determine what meant happiness to them and what they thought of life insurance. Findings have given insights and true understanding of Thais. Our research show today people are happy about small things. It’s the precious micro moments that fill their lives with delight. Moreover, confirm that music remains top entertainment media therefore we have chosen music as the key element of our brand campaign”. 

“In response to our research findings, our brand campaign uses a new presentation technique – something unprecedented in the insurance market. This year, our brand campaign materializes in the form of Musicumentary (Music + Documentary). We connect “Celebrate living” and Micro moments with Musicumentary. Just as our commercial tells the stories of real people who have had different types of moments and things that really make them happy, like gourmets, keen travelers, and health lovers in a documentary format. Our theme song also plays a leading role. ‘Celebrate living’ is composed especially for the campaign to highlight mutual interest and to engage the audience,” she adds. 

For marketing communications, this integrated brand campaign will roll out across all forms of online and offline platforms namely TV, radio, Out of Home media, digital ad screens in Bangkok and big provinces, social media, as well as entertainment platforms with aim to ensure that the campaign’s message is delivered to all target groups. ‘Celebrate living’ campaign has also integrated innovative ad tool - GEO Fencing digital signage. After choosing digital signage at more than 31 strategic locations in Bangkok, GEO-Fencing sends the brand’s online ads to targeted consumers based on their interest. This strategy truly delivers seamless offline-to-online experiences to people. FWD insurance, moreover, has connected Digital Radio to social media via Engagement activity. On social media, the brand campaign will appear on Facebook as well as YouTube. Its ads will also make their way to entertainment platforms namely LINE TV and Viu for additional brand awareness and recognition. In addition, this brand campaign will communicate with target groups via key opinion leaders (KOLs) as well as influencers, who are recruited to present how they “Celebrate living” based on their different taste and interest. 

“We really hope that our TVC called Musicumentary will spread positive energy and inspire everyone to Celebrate living and enjoy Micro moments every day. We believe that this campaign will be a key springboard for FWD insurance’s efforts by changing the way people feel about insurance,” Pavarisa concludes.