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: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused
 Nomination Title: Live Life to the Fullest
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
https://www.youtube.com/watch?v=73ColQ-bnv4
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
This campaign was launched on 3 Aug 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 195 words used.
About the brand
Thai Life Insurance (Public Company Limited) is dedicated to its goal of being a trustworthy and beloved brand. We are committed to encouraging the Thai people to contemplate the genuine significance of Value of life, love, and People. Through our films and campaigns, we remain loyal to our fundamental principle of 'Love of Life' igniting meaningful discussions and fostering optimism across Thailand. As pioneers of "The Original SADvertising," our distinct approach has garnered significant attention and admiration from audiences over time.
Brand Challenges
In 2023, Thai Life Insurance undertook a thorough brand health assessment (BAV) which revealed the need for revitalization. Despite its solid standing and esteemed reputation, Thai Life Insurance acknowledged the significance of establishing stronger connections with a broader range of consumers. While it enjoyed steadfast patronage from the older demographic, its aim was to elevate its appeal to younger audiences, particularly the millennial segment. Furthermore, the brand aimed to reaffirm its position as a standout amidst industry rivals by highlighting its inherent values of purpose and trustworthiness. This strategic endeavor showcases Thai Life Insurance's commitment to adapting to evolving market dynamics and upholding its leadership in the industry.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 240 words used.
InsightWhile working on our campaign, we discovered an important insight from the conversations on social media among our target audience. Many individuals, particularly those searching for stability, are expressing a common concern: they struggle to find enough time for their loved ones. This emphasizes the reality that amidst our personal and professional pursuits, we often fail to prioritize meaningful connections with our closest companions.
Strategic Idea
The revelation of this insight inspired the conceptualization of our campaign, which seeks to revitalize the brand by fostering intergenerational connections and inspiring individuals to embody the ethos of "Living Life to the Fullest." This initiative utilizes a compelling film as its centerpiece, complemented by strategic amplification efforts to drive engagement, leading up to Thai Mother’s Day
Goal
To spark a widespread and meaningful response to the brand, inspiring audiences to invest more substantial and meaningful time with their parents. This deep bond encourages people to widely share video content on social media, amplifying its impact and nurturing profound connections with their parents.
Objectives,
Our goal is to meet key performance indicators (KPIs) by effectively managing our media budget and utilizing popular platforms to connect with Thai audiences. Our approach includes:
- Emphasizing the significance of spending meaningful time with parents to nurture a deeper appreciation for important moments.
- Promoting audience involvement by advocating for quality time with loved ones and establishing social validation through partnerships with influencers on TikTok, Facebook, and YouTube
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 245 words used.
The film 'Live Life to the Fullest' seeks to encourage deep reflection by asking why we often delay expressing love while waiting for the "perfect" moment. Is there really a "right" time? None of us can foresee the future – will we even be here tomorrow? Thai Life Insurance emphasizes the significance of today. Our story is about a mother and daughter who choose to make the most of their remaining time together, transforming an ordinary day into a cherished, meaningful moment. Therefore, each day holds great importance for them. The film aims to convey these powerful messages to its audience, prompting society to recognize the immense value of today and to seize every moment by expressing love and compassion towards one another.
Results
The campaign successfully broadened Thai Life's audience, embracing both loyal customers and new demographics. This connection has empowered Thai Life to deeply resonate with modern consumers, creating stronger connections and relevance in the market.
Results:
- View Result: Achieved a total of 59,160,840 views, surpassing the KPI by 206% -
- Impression Result: Generated 15,057,789 impressions, exceeding the KPI by 15.83%
- Engagement Result: Garnered 1,658,313 engagements, surpassing the KOI by 2,475%
The campaign has resonated on a global scale, prioritizing "spending time with mothers" across Asia, Europe, and America. The film's universal appeal inspired people worldwide to share it on social media, expressing a genuine desire to dedicate more time to their mothers or parents.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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