Why is this work relevant for Brand Experience & Activation ?

Singapore’s consumers already take a digital-first approach to banking, travelling and shopping– surprisingly, application and renewal of car insurance is still mostly done offline. MoneySmart’s first brand campaign highlights this legacy consumer behaviour, showing how auto renewal of car insurance policies isn’t the smartest move to make. With a campaign aimed at empowering drivers to make smarter financial decisions with their car insurance renewals, we set out to break these old offline habits. Showing car owners that didn’t have to keep giving in to the pressure, when they could save up to $620 when comparing car insurance online with MoneySmart.

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 (20% of vote)

The final scene of our digital video ad, shows our hero Chris attempting a desperate escape in his car, as insurance agents mob him to “Sign here!” and auto-renew his policy. We took to the streets for Part 2 of Chris’s plight, leveraging large format ambient with compelling creatives. The narrative continues with out-of-home media buys targeting the car owners on the roads of Singapore. Bus, truck and taxi wraps hit the roads showing audiences the ensuing “chase scene” where agents are pursuing Chris by any means possible. A total of 44 buses, 100 taxis and 3x 24” Optimax Trucks showed Chris attempting to escape a mob of agents in an assortment of vehicles. Anything they could use to pursue Chris with their policies to make him “Sign here!” These moving billboards covered the entire country over 12 weeks, with a focus on high density traffic areas.

Describe the strategy (20% of vote)

We targeted audiences between 25 to 40 years of age, focusing on over-indexing with car owners / drivers in Singapore. This naturally led to a strategy of using ambient outdoor formats that were literally on the road with our target audiences. Our video ad narrative extended outdoors where the video leaves off, with our hero Chris attempting to escape from the pushy agents trying to get him to auto-renew his car insurance with them. Large formats were used on the roads to drive cut through with 44 buses, 100 taxis and 3 giant 24” trucks depicting scenes of Chris being chased by agents in all forms of vehicles. Quantitative data from YouGov indicated that 72% of the T/A spends the majority of their time in Central Singapore working but tends to live in the heartlands. This led our choices around route selection with central Singapore prioritized and leading outwards.

Describe the execution (30% of vote)

Wrapping 44 buses, 100 taxis and 3 24” trucks with scenes of Chris being chased by unrelenting agents in a “Mad Max” style vehicle mob, we strategically spread our campaign across a 12-week flighting period to maximise on-ground exposure. Working with both SMRT and SBS to ensure maximum coverage of Singapore, bus routes leveraged a combination of long haul and short haul routes to and from the heartlands and central areas. We even threw in some traffic jam prone highways to increase exposure time. With 100 taxis, we looked at heat maps provided by SBS achieved saturated exposure within the Central area in 21 days and full exposure across Singapore in 12 weeks. With three 24” trucks, customised routes were drawn up with long and short haul trips circling the CBD area on the weekdays and Orchard on the weekends. The combined outdoor effect? We painted the country “MoneySmart Blue”.

List the results (30% of vote)

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, we doubled the number of car insurance comparisons on our website, resulting in over 10,000 car insurance comparisons where we could have saved Singaporean drivers up to SGD $6,000,000 with our campaign!