Thai Life Insurance Plc. - Digital Media Relations Campaign of the Year

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: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Digital Media Relations

Nomination Title: Thai Life Insurance - World Heart Day Campaign

Specify the date on which this campaign or program was launched: 14 September – 6 October 2020

Thai Life Insurance is driven by the belief, “ Value of Life, Value of Love”, that love will make us overcome every condition. Our goal is to establish this brand value in the society.

The challenge facing Thai insurance companies is finding opportunities in projecting brand belief, engagement and gaining visibility in society. To overcome these challenges and strengthen the brand promise, “Value of Life, Value of Love”, Thai Life decided to initiate a campaign during World Heart day by collaborating with the Thai Heart charity supporting heart disease treatment for children. The goal was to raise awareness of Thai Heart charity’s mission and fund-raise under the theme, “Your heart for another heart.”

The campaign’s goal was to make society aware of the possibility in helping Thai Heart charity and make society understand that heart disease is a critical life moment that can happen to anyone. The creative team decided to convert the audience’s common Twitter behaviour into donations for the charity through Twitter’s specific feature.

We started by launching content to ignite public interest in the importance of heart disease. We then launched a second phase of content to fund-raise for Thai Heart charity by turning hearts from liking tweets into donations. This mechanic ensures that the audience believes they can be a part in supporting charity. To raise more awareness, we collaborated with Thai Influencers to share this agenda on Twitter. The campaign ended with content promoting other approaches to supporting Thai Heart charity.

The goal of Thai Life Insurance’s strategic communication was to create a connection with the young generation and strengthen brand identity as “Life Solution” through social media platforms. The behaviour of the young generation we discovered on Twitter was to help out on social issues and fund-raise in support of charity. Thus, in order for the brand to respond to both purposes, we came up with an idea to collaborate on fund-raisers for Thai Heart charity during World Heart Day.

The campaign started by launching content raising awareness of heart disease. The following day, we launched hero content to fund-raise Thai Heart charity by inviting audiences to like and give hearts for the tweet. Each heart given would convert to 1 Thai baht donation to the heart charity. The campaign ended by promoting other approaches to support Thai Heart charity.

Key successes of the campaign were measured by the amount donated from hearts given in the hero content. By the end of the campaign, Thai Life received a total of 210,417 engagement from the audience’s likes which turned into 300,000 Thai baht for the charity.

It has been successful in creating a wave of a campaign - World Heart Day 2020 #HeartToHeart online.

- 7,949,725 Impression
- 210,417 Engagement (including the number of replies, retweet and like)
- There were 13,385 Likes (equal to a donation of 13,385 baht), which was the most accepted content on Twitter Thai Life Insurance during 2020.
- Influencers and Publishers helped spread information which caused a wide perception both in the news about helping children with congenital heart disease, and how to help raise money. Resulting in until now, Thai Life Insurance can raise funds for 41 children with congenital heart disease to get surgery assistance, for an amount of 8,200,000 baht.