Here’s the latest on DirectAsia.com’s Robin Hood advertising campaign
Senior management at pioneering insurance company, DirectAsia.com Hong Kong, believe that advertising for the Hong Kong insurance industry has so far relied too heavily on traditional, tried and tested strategies.
Nicolas Faquet, CEO of DirectAsia.com Hong Kong, said: “Advertising for the insurance industry has remained pretty stagnant for a while. We’re used to images of umbrellas to show protection and smiley happy people living perfect lives. At DirectAsia.com we felt it was time for change. And out latest advertising campaign certainly does that. We feel it also changes people’s poor perceptions about how insurance is done here.”
The pioneering insurance company reckons it has the solution in the form of Robin Hood who it is hoped will help ‘shake-up’ the industry’s ‘safe’ marketing models.
It is hoped that the iconic figure will accelerate and further establish DirectAsia.com Hong Kong’s standing among its competitors.
The use of a branded character to increase awareness of an insurance brand is relatively new to the Hong Kong market. It isn’t, however, the first time insurance companies have created characters to support their brand awareness. Previously successful international campaigns have included the Meerkat for Compare the Market (UK); Bulldog for Churchill (UK) and the Gecko for Geico Insurance (USA). Although unknown in Hong Kong, such accelerators have proven to be highly effective marketing strategies.
Nicolas Faquet, CEO of DirectAsia.com Hong Kong, says the Robin Hood character captures the ideal brand values for his company. He said: “Robin Hood is a great spokesman for us on how we can change the way insurance is done all across the region. He is straight-talking, honest and a challenger. He hates injustices and is protective of the rights of the man on the street. Our business model is similar. Our mission is to change the way insurance is done. Our aim is to be more transparent with customers and bring real value for money by cutting out the middleman and creating cheaper, more tailored insurance policies.”
The character will feature heavily in the insurer’s marketing campaigns and will include a television commercial to be aired on TV and in cinemas. Robin Hood is brought to life in the form of an animated character mixed with real live action. The first adverts will promote the insurer’s Best Price Guarantee message and will be aired across Hong Kong.