FWD Group has introduced the launch of its new “press play” model marketing campaign, which options six tales of individuals pursuing their private aims and desires.
In line with the pan-Asian insurer, the marketing campaign highlights the FWD philosophy that insurance coverage ought to be a supply of empowerment to get pleasure from and have a good time life. Capitalising on the usage of the extremely recognisable play image, it options the experiences of six individuals from completely different elements of Asia as they navigate day-to-day challenges and pursue private targets like reconnecting with family members, following their passions, taking dangers, and altering careers.
“Our new model marketing campaign displays the alternatives and challenges that persons are dealing with as they consider their futures, and we wish to encourage everybody to ‘press play’ to actively pursue their skilled and private passions and desires,” mentioned Ryan Jong Hoon Kim, group chief digital and advertising officer of FWD Group. “Our imaginative and prescient is to rework the trade by altering the best way individuals really feel about insurance coverage. The marketing campaign’s message of empowering people to have a good time dwelling is a becoming expression of that dedication and our model promise.”
The marketing campaign is already reside within the Philippines and Vietnam and can quickly turn into accessible in different FWD markets throughout Asia. It was developed with the advert company TBWA Singapore and manufacturing corporations Sixtoes TV and AIRBAG.
“The inventive concept ‘press play’ is a name to motion to encourage and allow individuals to exit and press play on all of the issues that they’re holding again on,” mentioned Andy Grant, government director of TBWA. “For the marketing campaign we searched all throughout Asia to seek out actual tales of people who find themselves doing this. We hope that these tales encourage everybody to exit and press play right now.”
“We recognised early on how FWD’s invitation to have a good time dwelling has by no means been so apt as it’s now, mentioned Robin Nayak, TBWA’s chief technique officer. “So, our method to technique was to not re-think it, however to seek out essentially the most highly effective cultural triggers to offer it that means: the true issues individuals throughout this area had been pressured to pause that FWD offers them the means to press play on.”