Thai Life Insurance - Street Concert

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Company: Thai Life Insurance Plc.
Company Description: Thai Life Insurance Plc is proud to be a leader in providing unique products and services. It’s the first Thai-owned life insurance to support Thai people by offering products to meet the client needs. These are confirmed our mission to be “More Than Just Life Insurance”.
Nomination Category: Video & Film Categories
Nomination Sub Category: Viral

Nomination Title: Thai Life Insurance - Street Concert

Date this production was first released/publicly viewed: 5 August, 2014

Briefly describe this entry's communications objectives and how it met those objectives (up to 125 words):

Campaign Objectives:

1. To reinforce the brand belief; ‘Value of Life’.
2. To be the hub of good stories that inspires everyone to do and share goodness in society.

Performance:

The true story we picked was to remind people that every life is meaningful and that there is value in relationships and helping others. It was about a young guitarist; “Street concert,” a student who plays street music after-school. It’s a job that was looked down upon and judged by society. When his friends discovered the reason he did it was to earn money for his mum who is battling cancer, they helped out without caring what other people would think of them. The story showed the boy would go to any means to support his parents.

Provide the applicable creative and production credits for this entry:

Genesis:

Thai Life wanted to connect to Thais who would be future customers as the life insurance market is saturated, connecting to people who hasn’t already has insurance. Thai Life saw the opportunity to recruit potential customers by building brand presence so they would consider Thai Life as their first option when they want to buy life insurance.

Back in the day, Thais used to take care of each other and extended courtesy of kindness. Nowadays, Thais have become more materialistic and self-focus, focusing on wealth and social status as their main priority in life. The good in people was missing.

Development:

Thai Life believes in the ‘Value of life’, life isn’t about how wealthy you are but how you value and care for others, that is the real value of life. Thai life believes in doing good.

Understanding that Thais were yearning for good in people, Thai Life wanted to inspire them to “believe in good” as brand also believes that, by creating an emotional corporate TVC encouraging people to believe in more than superficiality. To inspire people to appreciate the gift of compassion and understand the real value of life. Creating a result can’t be seen but is instead felt, curating a more meaningful return.

Campaign Objectives:

1. To reinforce the brand belief; ‘Value of Life’.
2. To be the hub of good stories that inspires everyone to do and share goodness in society.

Performance:

Thai Life wanted to ‘champion the goodness’ to connect with them by being the hub, networking goodness and inspiring people to spread the good stories through online channels. By co-creating content and making everyday conversations with new generations, to inspiring them to do good, the brand builds good relationships by changing the young generation’s perception of the brand for the better. Thai Life believes good stories happen everyday. It can be as simple as showing gratitude for loved ones.

The true story we picked was to remind people that every life is meaningful and that there is value in relationships and helping others. It was about a young guitarist; “Street concert,” a student who plays street music after-school. It’s a job that was looked down upon and judged by society. When his friends discovered the reason he did it was to earn money for his mum who is battling cancer, they helped out without caring what other people would think of them. The story showed the boy would go to any means to support his parents, as well as friends helping each other’s out when in need without having to be asked.

Thai Life Insurance promised to continue adding value to the lives of Thai people, and focused on ongoing efforts to benefit Thai society. We delivered good stories every day, 365 days a year, so a Thai would see the good in people and value in people’s actions and intentions, not just their occupation.

Results:

The VDO received consumers’ attentions quickly. And they started sharing it via their own social network.
- “Street Concert” viral clip got over 6.8 million views on YouTube with over 34,573,627 impressions and engagement rate is over 7.9 million. Also, placed 2nd on the list of 5 Best Ads of the Week from AdForum website (August 12th, 2014)
- Websites and the media publicized and shared our viral clips to the amount of USD 3,458,441.57 We did not just inspire people but inspire the news that spread our ‘value of life’ further.
- The contents co-created with the consumers from the idea platform generated over 733,499 engagements. This is an ongoing process where good stories are still shared with us every day.
- “You have truly inspired Thais to see the meaning of every life” Chaonet, a popular Thai Facebook page
- “If every Thai could do this, this country would be a much better place.” Komkern, popular Thai web board.