The Campaign

Drivers constantly have to change their insurance annually because their insurance premium increases every year if they’ve had any accidents. So we designed an insurance plan tailored for Bangkok drivers which gives them a fix-rate premium throughout their warranty period. To promote, we adapted a Thai pop hit song about a love that never changes into a singalong of our similar insurance core benefit in this song called “BIA-MAI-YORM- PLIAN-PLAENG” (Insurance Premium That Never Changes). To reinforce our insurance plan benefit our singers consisting of different parts of the city that often give cars small injuries all come together to apologize in a light, carefree way.

Creative Execution

The campaign launched mainly in the form of online music video on Youtube & Facebook. With media support from Facebook Lead Ads and publisher contents that tactically attracted out core targets who are drivers in Bangkok area. Campaign timeline was between 1 February - 31 March 2018, with the budget of 9 millions baht which generated more than 20 millions earned media value.

Being the first time SMK Car Insurance has launched an advertisement online, the results were much better than expected. More than 3 millions views to the film within 2 weeks. Lead results doubled our estimated number with only half cost per lead. Sales in the first month also came up to more than 12 million baht. It created a nationwide ripple effect, with active conversations online regarding if the plan could apply for non-Bangkok cars too. We resulted with more than 20,000 people contacting us about the insurance plan every week. In addition to that, there has been a number of comments stating how they couldn’t stop singing or get BIA-MAI-YORM-PLEAN-PLANG out of their heads, which is a plus.

This campaign uses Thai all time favorite love song “RAK-MAI-YORM-PLIAN-PLAENG” (a love that will never change) by renowned artist Tik Shiro. We adapted the song to fit our insurance core benefit in this song called “BIA-MAI-YORM-PLIAN-PLAENG” (Insurance Fee That Never Changes) To reinforce our insurance plan benefit our singers consist of different parts of the city that often give cars small injuries who all come together to apologize in a light, carefree way. It conveyed benefits of SMK car insurance throughout Thailand. The ripple effect of the song had caused consumer demands for the insurance in other cities beside Bangkok.

Likewise, most insurance plans are made for more severe accidents. Because Bangkok is Bangkok, scratches, dents and minor car accidents are inevitable. Suffering from them is optional. You may not be able to change the city you live in but you can definitely change your car insurance plan. We saw this as a chance to create and introduce our new insurance plan, specially made for Bangkok drivers.