THIS IS CHRIS

TitleTHIS IS CHRIS
BrandMONEYSMART SINGAPORE
Product / ServiceCAR INSURANCE RENEWALS
CategoryD04. Brand / Product Video
EntrantMONEYSMART SINGAPORE, SINGAPORE
Idea Creation MONEYSMART SINGAPORE, SINGAPORE
Media Placement MONEYSMART SINGAPORE, SINGAPORE
Production MONEYSMART SINGAPORE, SINGAPORE
Production 2 HIGHEST KITE PRODUCTIONS Singapore, SINGAPORE

Credits

Name Company Position
Fithry Restusari MoneySmart Group Head of Design
Adrian Yuen MoneySmart Group Head of Content Services
Shawn Lee MoneySmart Group Head of Brand
Riona Lye MoneySmart Project Manager
Sara Chong MoneySmart Senior Illustrator/Animator
Jiamin Boh MoneySmart Senior Creative Designer
Billy Yong MoneySmart Designer
Imran Saleh MoneySmart Designer
Christopher Lim Highest Kite Productions Director of Photography
Daryl Kwa Highest Kite Productions Producer
Wes-ley Tan Highest Kite Productions Editor

Background

Renewing car insurance isn’t a top priority amongst consumers in Singapore. In fact, our research uncovered that approximately 50% of Singaporean drivers auto-renew their policies with the insurer they first signed up with, out of convenience, laziness, and pressure to get it done quickly. Not to mention pushy agents hounding them too. The habit of auto-renewing often results in consumers paying higher car insurance premiums than they need to. Our car insurance policy meta-analysis over the course of a year indicated that most drivers in Singapore could save up to $620 when they compare car insurance across the market. MoneySmart wanted to drive a change in legacy consumer behaviour by bringing car insurance behaviours online and help consumers save money. From here, our first brand campaign was born – it places an informative, relatable and humorous narrative at the heart of the campaign.

Describe the creative idea

Our campaign narrative deliberately over-dramatised the client-agent relationship to further drive our message - “Feeling Pressured to Auto-Renew Car Insurance? Save up to $620 when you compare online with Moneysmart”. The campaign centred around a typical Singaporean driver, Chris, whom like many drivers, faces the pressure of auto-renewing his policy every year. The Hero Video introduces a happy-looking Chris. As the view widens, it reveals the gradual descent of Chris’s sanity as more agents appear, hell bent on asking him to auto-renew his policy which sounded like incomprehensible jargon to Chris. The composed soundtrack, emphasises on the gibberish except for the hook “Sign here, sign here, sign here”, which are really the only words one actually understands. The widened view eventually reveals Chris’ car surrounded by 5 relentless agents yelling at him before closing with an ending scene of him attempting to drive off with agents hanging off his car.

Describe the strategy

To distribute our message and narrative at scale, there were several points to consider – consumers’ video consumption habits and the behavioural change we aimed to achieve. Targeting car owners in Singapore in need of renewing car insurance, we kicked off an online targeted video ad on Youtube, Facebook and Instagram targeting audiences 25-40 and over-indexing against drivers. Knowing that short-form video can help reinforce a message, we distributed non-skippable 6s bumpers half-way into the campaign, re-targeting viewers of the full length. To serve fleeting viewers on Facebook and Instagram, we created 15s and 6s video cut-downs across horizontal and square formats, which were distributed programmatically. By dramatising the pushiness of agents to drive resonance and ultimately landing on the message that up to $620 can be saved by online comparison, we sought to change legacy behaviour through humor and relevance.

Describe the execution

Education of the market takes time, so we strategically spread our campaign across 12-weeks to maximise campaign air-time and reach, through a multi-channel approach. Our paid media strategy included YouTube, Facebook and Instagram across 40s, 15s and 6s formats, optimized towards delivering reach effectively, reinforcing our value proposition with a strong call to action and optimised towards conversions. In the final 4 weeks, we further optimised our Hero Video for reach by negatively retargeting audiences and budgeted for a Direct Response (DR) plan aimed at 3 key engaged audience groups driven by our video campaign to deliver objectives. This was powered by our Data Management Platform (DMP) to retarget capabilities and promote consumer action at low cost - reduced CPAs as much as 30%.

List the results

Our 40s Hero Video garnered an impressive 48% view-through rate (VTR) on YouTube. We saw an increase in overall brand awareness from 51.9 pts to 58.1 pts and consideration from 17.5 pts to 22.2 pts by leveraging YouGov’s BrandIndex, we were able to make remarkable impact across key brand metrics. As a result, brand consideration increased by 27% and brand awareness by 12%. We also drove demand and increase sessions on MoneySmart’s car insurance page as we saw 3x the volume of Moneysmart branded Car Insurance keywords on Google Search indicating strong demand resulting in 4x more traffic on our Car Insurance page, increasing Moneysmart keyword volumes by 18% on Google Search. Most importantly, the number of consumers comparing on Moneysmart’s Car Insurance page doubled, resulting in over 10,000 car insurance comparisons that could have saved drivers up to $6,000,000 combined!

Links

Video URL