Thai Life Insurance - Unsung Hero

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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: Motivational

Nomination Title: Thai Life Insurance - Unsung Hero

Date this production was first released/publicly viewed: Apr 3, 2014

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

Campaign Objectives:

1. Intended to reinforce the brand belief; ‘Value of Life’
2. To empower the people to believe in doing good and the real value of life, not judging people by their appearance and superficiality.
3. To be the host of good stories that inspires everyone to do and share goodness in society.

Performance:

Within each person is the desire to do good, and sharing a positive message with friends is in every person’s nature. Understanding this behavior, our strategy was to use storytelling to spread words of company values through the voice of the consumers.

With TVC titled ‘Unsung Hero’ about a man doing good. What he witness was happiness that reaches a deeper understanding. He could feel the love. A reward that money can't buy.

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 insurance aimed to make people understand and appreciate the value of life to help others within the community especially the less fortunate, we saw this is a longer lasting impact than donating money to charity, which would disappear as soon as the money runs out. The factors we considered to make the project sustainable are:

- Having everyday conversations with people, giving them materials that inspires them so they could forward and share to others is worth more than any money could buy, it creates an endless network of inspiration. An impact to the mindset.

- Using an online channel which has endless limitations to reach everyone, anywhere at any time. With the subject of goodness, we believe there is always good in society and good in every human, the topic that is timeless and is within every human being.

- By showing people to see that every life has value, something that once understood cannot be unlearned.
- To show people ‘the real value of life’; encouraging them to give back to society, which can be as simple as the gift of compassion, which is worth more than any amount of money.

- Providing inspirations rather than incentives makes the idea platform sustainable and to always be connected to consumers as an online hub of good stories makes the campaign endless. Good stories can happen every day and is within every soul.

Campaign Objectives:

1. Intended to reinforce the brand belief; ‘Value of Life’
2. To empower the people to believe in doing good and the real value of life, not judging people by their appearance and superficiality.
3. To be the host of good stories that inspires everyone to do and share goodness in society.

Performance:

Within each person is the desire to do good, and sharing a positive message with friends is in every person’s nature. Understanding this behavior, our strategy was to use storytelling to spread words of company values through the voice of the consumers.

With TVC titled ‘Unsung Hero’ about a man doing good. What he witness was happiness that reaches a deeper understanding. He could feel the love. A reward that money can't buy. He made the world more beautiful for the people he touched upon and even better for himself.

Started with a post on Thai Life’s YouTube, following by Facebook and top blogs, the film was shared by Thai Life’s fans and it was stirred by other Facebook Pages, and Twitters. On the second day, we engaged the conversation with online influencers. Finally, we raised the trend by launching TVC on the fourth night along with paid online media and press release.

Results:

The VDO received consumers’ attentions quickly. And they started sharing it via their own social network.

- Within 5 days, the amount of visitors on Thai Life’s YouTube channel increased 876%.
- 2 weeks after launched, the TVC broke record of Thai Life’s campaign by generating over 10 million views and was tracked by 285 worldwide websites across 232 countries, both in business and entertainment market such as Huffington Post, CNN, Mashable, etc.
- 4 weeks after launched, the TVC reached 300,343,251 impressions, over 18 million engagements, 17 million VDO views, and 1.6 million positive content sharing, including global celebrities such as Ashton Kutcher.
- It generated earned media value $43 millions
- These also affected the business impact by 192% increasing the number of prospects of website visitors, and increasing inspiring talk-about brand for more than 2,852,711 times which was 185% more than KPI.