Company: Thai Life Insurance Plc.
Company Description: Thai Life Insurance Plc is proud to be a leader in providing unique products and services. It’s the first Thai-owned life insurance to support Thai people by offering products to meet the client needs. These are confirmed our mission to be “More Than Just Life Insurance”.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Viral Marketing Campaign of the Year
 Nomination Title: Until we meet again
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
12 September, 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Link: https://www.youtube.com/watch?v=Tc9wZdFtSYc&
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 252 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.
BACKGROUND
Thai Life has been with Thais for 79 years and has its unique emotional branding focusing on “Value of Life. Value of Love.” The brand has been genuinely empathetic with its legacy campaigns that touched the hearts of Thais and parents worldwide. The brand’s communications have been focused on the love and caring of families relating to human insights and societal issues. The brand’s bread and butter is parents with kids who are the key decision makers for first-time policies and promise long-term purchases for health and life insurances for their children.
PROBLEM: A WIDER GAP WITH TODAY’S PARENTS: HIGHLY PURPOSEFUL YET INCREASINGLY DISTANT The brand health tracking (BAV) revealed that, although Thai Life’s purposeful score has been steadily high, the brand was experiencing a relevancy challenge amongst parents with kids aged 0-11 years old. It also shows that the preference score has also dropped from 2018-2020. Analysis revealed that this was due to fewer Thai Life communications between 2018 and 2019 whilst its competitors continuously launched campaigns with a more light-hearted, friendly, happy family approach.
THE CHALLENGE: how to build on Thai Life’s brand essence, “Value of Life. Value of Love.” to increase relevance amongst today’s parents and secure closeness of heart and share of Brand
Objectives:
To gain No 1 share of voice during campaign launch and build 70% positive sentiments about brands among parents
- To drive social conversation with KPI of 2,000,000 Views
- Engagement (Like, Comment, Share, Click) = 1,000,000
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
SOCIAL TENSION & STRATEGY
The problem of missing children has always caused concern for families in Thailand, with the number of cases rising every year. But even when parents are grieving, the media more often than not puts the blame on them for not taking better care of their children. We aim to provoke Thai society to open their hearts to the unquestionable dedication of every parent to their children.
CREATIVE IDEA This “Until We Meet Again” films tells the story of a father who will do whatever it takes to find his lost daughter. The highlight of the film shows the lengths that a father would go in order to find his daughter. He is willing to do anything for his daughter and a father’s love means he will never give-up on this hope to see his daughter again. His hope is heard when he decided to go naked and captured media’s attention. The power of love as shown in “Until We Meet Again” will let everyone feel the love and positivity and use it as an impetus to overcome difficult times.
LAUNCH STRATEGY We launched the campaign during a period of time when the issue of missing children was a hot topic of discussion in Thailand in order to maximise the reach and impact of our campaign. We asked real parents to promote our work through their social media channels in order to spread our message through the most authentic voices, before amplifying through mainstream channels.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 153 words used.
The short film resonated with people and sparked discussions online and offline. Helped by the voices of real parents and others who believe in empathy, our campaign overshadowed skewed news reports and rallied more support for parents of missing children – with the hope that one day, they can meet again.
Communications impact:
● 3,390,986 views, 170% of KPI
● 4,919,432 total engagement
Brand impact
●80% Positive sentiment about Thai Life Insurance Brand
“Father’s love is so precious. Thai Life put more emotion and heart into 7 minutes than most movies
in 2 hours.”
“I love this film. You truly understand the heart of a father like me.”
“This made me cry. A father can do anything and sacrifice for his child. Thank you Thai Life.”
●Thai Life Insurance gained the No 1 share of voice and in the society’s conversation during a period of launch
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 6 words used.
Link; https://www.youtube.com/watch?v=Tc9wZdFtSYc&
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