Thai Life Insurance - Best House Organ

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Company: Thai Life Insurance Plc., Bangkok, Thailand
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: Annual Report & Other Publication Categories
Nomination Sub Category: Best House Organ - For General Audience

Nomination Title: Phasuk the Journal

How many times was this house organ published since January 1, 2016?

Thai Life Insurance started to publish Phasuk Journal in 1978, the publication of the company's printed media was another channel that can enhance the company image and reach more people effectively in addition to newspapers, television and radio. Therefore, the company has released a free magazine and generates to educational institutions and government agencies to promote the image of the company while letting people recognise the brand image of the company even more along with the to provide the readers knowledge including happiness as the name of magazine that means happiness.

Development:

2.1 Size

Thai Life Insurance started to publish Phasuk Journal in 1978 with sizing 7.5” x 10.5” and developed continuously to size 8.25” x 11” in Year 2006 until then

2.2 Pages

Year 1978: Phasuk has 16 pages in total, printed in four colours 8 pages + black & white printing 8 pages then adjusted black & white printing to 12 pages

Year 1979-1987: Phasuk has 24 pages in total, printed in four colours 8 pages + black& white printing 16 pages
Year 1988: Phasuk has 40 pages in total, printed in 4 colours entire booklet and adjusted to be 48 pages and 60 pages.

In 2006, Phasuk had been revised to 68 pages and continually remained until now.

2.3 Content

In the past: Thai Life Insurance company information and group affiliates, general knowledge of Thai arts and cultures, health articles and the monarchy.

Moment: The article about Thai identity, health articles while added lifestyle, entertainment, dining and tourism contents. Moreover, the article that reflects the company's brand image including Thai Life Insurance’s customer interviews.

Although the publication and columns of Phasuk Journal has been revised year to year to correspond to the time and to reach more readers but the article about the monarchy remain unchanged to let Thais to pay tribute and recognise the genius of His Majesty King Bhumibol Adulyadej and the royal family as the heart of the Thais. In addition, it has also changed the style from "journal" to "magazine" in 2003 to the present.

2.4 Target group

Past: Publishing

Distributed to Thai Life Insurance’s assured via the insurance agent which the sum of insure is insured THB 500,000 or more.

Other groups such as nation leaders, community leaders, press, officials and educational institution

Now: Publishing

Distributed to Thai Life Insurance’s assured via the insurance agent which the sum of insure is THB 20,000 with 3-year contract or more which not included personal accident insurance.

Distributed to Thai Life Insurance’s assured via the direct marketing which the sum of insure is THB 20,000 with 2-year contract or more.

Other groups such as nation leaders, community leaders, press, officials and educational institutions.

Interested groups

 

Performance

Thai Life Insurance published Phasuk Magazine every 4 month total 3 times a year, with the amounting to 400,000 magazines per time or 1,200,000 per year

Distribution channel – At first it had been sent out only via post but since 2012 until now, we added more free distribution channels to the express way users, placed in the educational institutions, hospitals, coffee shops, barbers in Bangkok and sub provinces including to 40 Customer Service Centers (CSC) nationwide.

And not only publishing in booklet and distributed to target groups but also it has been made online and uploaded on http://www.thailife.com/

By Sent via post 380,000 books per time and another 20,000 books distributed to the express way users, hospitals, coffee shops and etc.

Thai Life Insurance spend the budget for the magazine over THB 8,700,000 per time or THB 26,100,000 per year

Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

 

Campaign Objectives:

- To enhance knowledge and usefulness in living a good life.
- To honor the nation, religion and monarchy.
- To maintain Thai identity.
- To generate the knowledge about life insurance.
- To promote the brand image of Thai Life Insurance

Provide the applicable creative and production credits for this entry:

Merit Gang Company Limited