| Title | FUTURE TALES |
| Brand | AMERICAN HOME ASSURANCE COMPANY |
| Product / Service | AIA |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | MINDSHARE THAILAND Bangkok, THAILAND |
| Advertising Agency | MINTERACTION Bangkok, THAILAND |
| Media Agency | MINDSHARE THAILAND Bangkok, THAILAND |
| Entrant Company | MINDSHARE THAILAND Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Watcharee Wattanaintaroj | Minteraction | Html/Script Expert Officer |
| Natthapol Surachaisikawit | Minteraction | Html/Script Expert Officer |
| Techid Punwasin | Minteraction | Senior Developer |
| Pattawit Noomgunn | Minteraction | Flash Developer |
| Wachara Nilsonti | Minteraction | Flash Developer |
| Kittipong Klaewkla | Minteraction | Senior Flash Developer |
| Pawitwong Prasitchoke | Minteraction | Interactive Art Director |
| Buncharith Saovapichard | Minteraction | Copy Writer |
| Decha Rakjumroon | Minteraction | Creative/Group Head |
| Teerachai Luangareeporn | Minteraction | Creative Director |
| Jirat Arinrith | Minteraction | Creative Director |
| Rachaya Srimuang | Mindshare Thailand | Project Manager |
| Somboon Udomwatchanasak | Mindshare Thailand | Project Manager |
| Issaree Chiemanukulkit | Mindshare Thailand | Executive/Exchange Planner (Digital) |
| Taksaorn Suntharawirat | Mindshare Thailand | Manager/Exchange Planner (Digital) |
| Eakchai Parichatikanon | Mindshare Thailand | Digital Director |
The campaign had zero budget spent on ATL communications, but all targets were still smashed: • Over 6m impressions were delivered by participants sharing their own Future Tales on Facebook • The average time spent playing Future Tales, at 3 mins, is 300% greater than the average time spent on the AIA website • 40% of players visited the AIA website for more information and a quote on featured products • Overall AIA website traffic increased +30% vs the previous period • Overall product quotes increased 35% vs the previous period • Overall sales increased 22% vs the previous period
“AIA Future Tales” is an application that helps Thais understand more about insurance products for different life stages. Gamified in execution, players have to make choices in their journey, with Maw-Dus forecasting their future based on the choices made. Unexpected situations, such as winning the lottery or having an accident, can happen at any point – but the app allows players to improve their outcomes via different choices on a repeat journey, including purchasing insurance, with information about how that product protected them in that particular situation given. At any point, consumers could click-through to get more information and request a quote for the product from the AIA website. The app was hosted on the AIA site, but organically seeded both offline and online. Driving the heart of shareability, all players got an e-book of their “Future Tales” to post on Facebook, inviting friends to participate too.
Thai people are optimistic, believing that bad things won’t happen to them, and don’t like to be scared into considering a less-than-rosy future. Even when they are realistic, they don’t understand the situations where having insurance helps. Our challenge was to get more Thais thinking about the need for insurance. The insight that drove our strategy was that, for centuries, Thai people have revered fortune-tellers. Millions of Thais regularly consult Maw-Du -- ‘doctors-who-see’ -- to look into their future. Our solution linked Maw-Du and AIA to drive consideration of the need for insurance in a variety of different situations in a non-threatening gamified way.