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Where Happier Matters (even when dealing with insurance)

Where Happier Matters (even when dealing with insurance)
Press Release | General | 20 October 2015
DirectAsia’s new repositioning campaign aims to deliver a happier and more personal approach to dealing with what many see as a necessary chore - handling insurance

DirectAsia Insurance, the leading award-winning car, motorcycle and travel direct insurance company, is set to unveil its new brand purpose and visual identity as part of a multi-million US dollar regional repositioning campaign: ‘Where Happier Matters’.

DirectAsia is empowering customers to get in the driver’s seat when buying insurance by providing direct access to its services anytime, from anywhere. It is also offering customisable plans so you only pay for what you really need. Putting the customer first, the DirectAsia team promises to provide a more uplifting experience when you go to them for protection.

Launching in Hong Kong later this month, DirectAsia’s TV commercial involves a light-hearted exchange between a driver who has just had an unfortunate accident with a fire hydrant, and a helpful claims specialist, who is reassuringly by his side in his hour of need. The same claims specialist handles the driver’s case from start to finish, meaning that he doesn’t need to re-explain his situation multiple times to multiple people. The commercial drives home one of the company’s key differentiators – a personal claims specialist handles your case with empathy, which many customers say makes for a much happier claims experience.

Along with the TV commercial, the ‘Where Happier Matters’ campaign will be supported by digital, print and on-ground advertising and PR.

“DirectAsia’s Brand Purpose is to deliver a more positive experience when it comes to insurance and the ‘Where Happier Matters’ campaign brings this to life in all aspects of our business. Consumers tell us that they feel empowered, knowledgeable and confident when they come directly to us, in contrast to the usual dread and confusion people associate with dealing with their insurance. Whether it be researching, buying or renewing insurance, or most importantly, when making a claim, we want to make the process simple and give customers a direct, personalised service, so they have peace of mind and a smile on their face,” said DirectAsia’s Chief Marketing Officer, Pauline Png. 

“Consumers have told us that they are skeptical about the insurance industry as they feel it is complex, and uses fear-based communication. DirectAsia wants to take a fresh approach and make dealing with insurance a pleasant experience, while still making a very genuine customer service promise.” Png continued, “Our TV commercial is different from any other insurance communication you will have seen because we want to tell a story that is more human, that has a sense of humour and is still credible. Who says insurance has to be boring?!”

“As an innovative newcomer to the industry five years ago, we wanted to highlight the joy of dealing directly with your insurer, as is common practice in many other developed markets like the USA and Europe. We are certainly not afraid to challenge the status quo of the insurance experience to benefit our customers – crucially important is the ability to speak with empowered, dedicated specialists to transform a typically frustrating process into a simple and easy experience. Our Brand Purpose demonstrates our commitment to continue to look for new ways to delight our clients,” added Managing Director, Bob Thaker.

Edip Okur, CEO of DirectAsia Hong Kong continued,“at DirectAsia it is our goal to provide amazing insurance cover supported by the best-in-class service. To ensure we are one step ahead of our competitors, we want to make you a little happier through each stage of the insurance process: from customer service when buying a new policy with completely customisable options, right through to claims. Customers can easily get in touch with us by going to our new website, calling our customer service hotline or visiting our customer centre in Wan Chai. Our team of knowledgeable customer care specialists are ready to help you have a faster, better and happier experience when getting the right insurance coverage.”

In line with the new positioning, the DirectAsia Insurance logo has also been updated to reflect the values and approachability of the brand and will be rolled out on all marketing platforms.

For more information please visit www.DirectAsia.com.hk

About DirectAsia
DirectAsia was launched in Singapore in 2010 and launched into Hong Kong in 2012 and Thailand in 2013. DirectAsia’s primary business is motor; offering additional products for motorcycle, travel and health in Hong Kong. DirectAsia has a strong business model, operates in markets where there is growing acceptance of digital as an ecommerce channel and uses market leading rating mechanisms. It has more than 100,000 insurance policies, and employs 192 people across the three locations in which it operates.

In 2014, DirectAsia became a part of global insurer Hiscox. As one of the world's leading international specialist insurance groups listed on the London Stock Exchange (LSE:HSX), Hiscox brings decades of insurance knowledge and experience to Southeast Asia. 
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