BACKGROUND
Following a decades-long period of relative silence, AIG Singapore is looking to once again connect with consumers by running mass marketing and brand-building activities.
Following a decades-long period of relative silence, AIG Singapore is looking to once again connect with consumers by running mass marketing and brand-building activities.
We decided that the best approach was to create a fresh brand direction for AIG. This would help focus all the campaigns we would run for AIG - ensuring that each is true to our brand story; maintaining consistency; and establishing familiarity and trust.
One additional requirement was that this brand direction needed to align with AIG’s global mission: to prepare people for a changing world.
SOLUTION
The new brand direction we created for AIG Singapore is called Think Ahead. It captures:
The new brand direction we created for AIG Singapore is called Think Ahead. It captures:
• The nature of AIG’s business as an insurer
• AIG’s commitment towards helping customers stay ahead of a changing world
• AIG’s Active Care philosophy, whereby they actively work to prevent mishaps instead of merely compensating customers for them
Think Ahead became the guiding thought for all AIG marketing communication that we worked on - a few examples of which are featured here.
Singapore Communications Guide
We adapted AIG’s global communications guide with visual and copy elements which help express our Think Ahead direction; as well as reflect a more Singaporean flavour.
Travel Insurance
This OOH campaign for AIG Travel Insurance highlights how AIG thinks ahead of other insurers by being the first (and sometimes only) one in Singapore to introduce some of the country’s most popular travel insurance features. For example, AIG was first to deliver travel claims quickly and conveniently over PayNow.
To better connect with our audience, we crafted our ads to fit the context in which they were viewed. For example, commuters at a bus stop would see an ad saying their AIG travel claims would arrive before their bus did; while on board an MRT train, we would hint to passengers that their AIG travel claims would arrive before they got to the next station.
Home Insurance
This OOH campaign for AIG Home Insurance invites homeowners to think ahead of basic fire insurance which only covers the home’s basic building structure, but none of their cherished personal possessions inside it.
To draw attention, we ran two identical ads side by side, with one being designed to appear damaged by fire, water and break-in. The one which is undamaged delivers our message.
Cyber Safety
This social campaign for AIG Home Insurance introduces AIG CyberPal. This free app helps users think ahead of cyber criminals by identifying all the cybersecurity gaps in the home and then offering recommendations on how to seal them.
Our idea for stopping thumbs was to show surprisingly intimate imagery of people at home, which appear to have been captured without permission by the camera in various devices. These images portray everything from breach of privacy to stolen banking and credit card data - highlighting the very real danger of being ignorant about cyber safety.
