FWD Insurance reveals the success of the “Celebrate living” brand campaign empowering people to live life to the fullest

FWD Life Insurance Plc (“FWD Insurance”) is delighted to receive positive recognition from its “Celebrate living” brand campaign. By starting the campaign from a customer point of view on the meaning of the brand vision ‘Celebrate living’ that translates into micro moment, which are the happiness in the small things that happen every day. The brand campaign was communicated by using real people and telling their stories with a positive message of happiness, in which the audience can feel a positive energy when watching the brand movie. The success of this brand campaign is based on findings made by the pre-eminent Singapore-based market research firm Blackbox Research1. In their findings FWD Insurance rose to be in the Top 3 brand ranking in the Thai insurance industry and has grown the brand awareness by 40% prior to this brand campaign started.

Pavarisa Chumvigrant, Chief Branding and Communications Officer of FWD Life Insurance Thailand, said, “The success of this brand campaign was developed based on our customer-led philosophy approach in findings of Thai insights towards the meaning of “Celebrate living”. And the importance of entertainment in the lifestyle of Thai’s is the origin of why we implemented Entertainment Marketing into our strategy. The combination between music and good storytelling in our “Musicumentaries” allows our brand message to take center stage of the audience’s affinity effectively and empowers people to live their lives to the fullest which made this advertisement films successfully win the heart of Thais’.”

Apart from the advertising film, the ‘Celebrate Living’ song, a newly created song is used as the brand message narrative. This song also played an important role in delivering the message to target audiences. The song’s key message is to encourage people to find joy in their micro-moments to continue ‘Celebrate Living’ which was covered by various Thai singers in their own styles to reach different target consumers. The success of this brand campaign reinforced that FWD Insurance is a different kind of insurer with a bold vision of changing the way people feel about insurance.

To watch Celebrate living brand campaign’s advertising film click here

_______________________________________________________

1 Blackbox Research is a Singapore research consultancy company

Corporate Communication Department, FWD Life Insurance Public Company Limited

Duangporn Choatipornpaisarn

Email: duangporn.c@fwd.com Tel. 02-257-9385

Yuthada Lochotinan

Email: yuthada.l@fwd.com Tel. 02-207-5138

About FWD Thailand

FWD Group is a pan-Asian life insurance business with approximately 10 million customers across 10 markets, including some of the fastest growing insurance markets in the world.

FWD Insurance, Thailand, is established in 2013 and a member of FWD Group that focused on making the insurance journey simpler, faster and smoother, with innovative propositions and easy-to-understand products, supported by digital technology. Through this customer-led approach, FWD is committed to changing the way people feel about insurance. For more information please visit fwd.co.th or facebook.com/FWD Thailand