The Brief

SMK car insurance is known for its speedy response. In Thailand, after a car accident, both parties call and wait for their insurance agents to arrive. Speed matters. People want to switch their brands when they find their insurance agent comes slower than the one called by the other party. Challenge: This moment, create Exploit a conversion, and drive sales.

Describe how the promotion developed from concept to implementation

The FASTERTAINMENT Team, which accompanies the SMK agent to the accident site, to “entertain” the waiting party (and bystanders) with a hilarious Chinese or Thai Opera while promoting the “SMK is faster” message.

Describe the success of the promotion with both client and consumer including some quantifiable results

-Over 1000 drivers directly engaged with Fastertainment -Over 20,000 bystanders engaged -News coverage reaches 10 million -25% spike in new application traffic at SMK call center

Explain why the method of promotion was most relevant to the product or service

The solution effectively seizes the moment when target wanted to switch their brand most. It also proved the selling point of the brand which is "fast service" in a very convincing and relevant to consumers.