Robin Hood helps DirectAsia.com Insurance say goodbye to ‘Boring’ Advertising
Release date: 20 May 2013
DirectAsia.com believes that advertising by the Singapore insurance industry has relied too heavily on traditional imagery.
Simon Birch, CEO of DirectAsia.com, said:
"So far, advertising for insurance here has remained traditional and rather boring. You know the ones with impossibly good looking families with perfect teeth standing under umbrellas etc.. Our latest campaign aims to change all that, as well as change people's negative perceptions about the way insurance is done."
DirectAsia.com has enlisted folk hero Robin Hood to help them do just that.
The award-winning insurer believes the iconic figure will accelerate and further establish DirectAsia.com's standing as an innovator in the insurance industry.
The use of a branded character to accelerate awareness of an insurance brand is new to the Singapore market. It isn't, however, the first time insurance companies have created characters to support their brand awareness. Previously successful international campaigns have included the Meerkat for Compare the Market (UK); Bulldog for Churchill Insurance (UK) and the Gecko for Geico Insurance (USA). Although largely unknown in Singapore, such accelerators have proven to be highly effective marketing strategies.
Simon Birch, CEO of DirectAsia.com, believes the Robin Hood character embodies the ideal brand values for the company. He said:
"Robin Hood is a great spokesman for us on how we can change the way insurance is done all across the region. He is straight-talking, honest and a challenger. He hates injustice and is protective of the rights of the people.
Our business model is similar. Our mission is to change the way insurance is done. Our aim, like Robin Hood's, is to give back to the people by being more transparent and bringing real value for money. We cut out the middleman and create cheaper, more tailored insurance policies."
Robin Hood will feature heavily in the insurer's marketing campaigns. He is brought to life in the form of an animated character mixed with live action. The first adverts will promote the insurer's Best Price Guarantee message and will be aired on TV and cinemas starting from 20 May 2013 across Singapore.