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MEDIA RELEASE
For Immediate Release
With Great Eastern, you’re
always covered
Driven through outdoor media, new branding campaign with 'Red' creative concept
emphasises the need for adequate protection despite the poor economic climate
 Singapore, 30 April 2009: Singapore’s
leading life insurer, Great Eastern, has launched a new branding
campaign to emphasise the importance of being adequately protected
with insurance coverage, despite the current challenging economic
situation. With the headline “With Great Eastern, you’re
always covered”, the campaign message is creatively depicted
through the use of Great Eastern’s corporate colour red. The
campaign is primarily driven through outdoor media, starting with
a fleet of 20 wholly-painted double-decked buses, escalator walls
and crowns at Raffles Place MRT as well as wall murals and posters
in HarbourFront and other MRT stations.
Subsequently in June 2009, 200 wholly-painted taxis will hit the
roads carrying the same campaign message. And towards the end of
the year, the campaign will feature in Dhoby Ghaut and CityLink.
The oldest and most established life insurance company will also
ride on this campaign to highlight that Great Eastern has the largest
market share and best in service. These are cleverly and succinctly
captured in the sub-head: “We are the market leader in Singapore.
Driven by service excellence.” and three creatively-designed
“No. 1” emblems.
Great Eastern’s Managing Director (Singapore), Tan Hak Leh
says: “We are proud that over the years, we have been successful
in enhancing the visibility and profile of the Great Eastern brand.
More Singaporeans now describe Great Eastern as ‘prestigious’,
‘reliable’, modern’, ‘knowledgeable’,
‘dynamic’, ‘professional’ and ‘youthful’!”
“This year, we face a challenging economic climate. We want
to remind our customers on the need to remain adequately covered.
Insurance not only serves as a safeguard against uncertain situations
in life, but it also helps to fulfil long-term goals for the future.
From protection to savings, Great Eastern has the most comprehensive
range of plans to meet various needs at different stages of life.”
To illustrate this, the campaign features three vignettes that highlight
three groups representative of different stages of life –
teenagers, a couple and a family. All three vignettes bear the Great
Eastern corporate red as a visual devise to depict the protection
the company provides; in the form of a red blanket, a red jacket
and a red towel. To exemplify how the company provides the best
service with the most professional, productive and sophisticated
life planners, another vignette showing a well-dressed female life
planner - armed with her laptop and offering advice to her customer
– is created. In line with the ‘Red’ creative
concept, the life planner dons a red jacket.
“Worldwide financial turmoil has brought consumer spending
and confidence to new lows. The campaign reinforces the important
role Great Eastern plays in the lives of Singaporeans. Through the
use of different red ‘covers’, the campaign effectively
communicates the core of what Great Eastern does best – insuring
and protecting people at every life stage and circumstance,”
said Daniel George Wan, Creative Director/ Managing Partner at The
Catalyst Agency.
Reviewing Great Eastern’s Centennial Celebrations
Campaign 2008
Great Eastern enjoyed a successful campaign to commemorate its Centennial
in 2008 last year. To raise awareness of the Centennial and create
buzz among consumers, a Centennial Branding Campaign was rolled
out three months before the grand celebration in the birthday month
in August 2008. A series of advertisements, designed to highlight
the company's achievements in the past 100 years and show appreciation
to everyone who has grown with the company, were placed across print,
broadcast and outdoor media.
To evaluate the success of the campaign in order to better position
the company in the new century, Great Eastern commissioned a survey
with 1,000 consumers aged 20 to 54 in September 2008 to investigate
their awareness of Great Eastern’s campaign and their perception
of the company.
The results were encouraging and provided the backbone to the development of this year's campaign and choice of media:
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When given a list of descriptors, more respondents chose "prestigious", "reliable", "modern", "youthful" and "local" |
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More respondents were able to recall Great Eastern's advertising (37%). Great Eastern also enjoyed an improvement in top-of-mind recall (25% vs. 22% the previous year) |
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More respondents are likely to choose
Great Eastern to buy a life insurance policy and/or increase
insurance coverage (26% vs 23% the previous year) |
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Placements in outdoor media (buses
and walls of MRT stations) saw the best level of aided recall |
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About Great Eastern
Founded on 26 Aug 1908, Great Eastern Life Assurance Co Ltd is the
oldest and most established life insurance company in Singapore
and Malaysia. In Nov 1999, Great Eastern Holdings Ltd was incorporated
and became the holding company of Great Eastern Life. Overseas Assurance
Corporation Ltd, incorporated in 1920 as the first composite insurer
in Singapore, merged with Great Eastern Holdings in Dec 2000. Today,
Great Eastern is the largest insurance group and the market leader
in Singapore and Malaysia, with $44 billion in assets and 3 million
policyholders, and with two successful distribution channels - the
tied agency force and bancassurance. The Company also operates in
China, Indonesia, Vietnam and Brunei.
Great Eastern is a subsidiary of OCBC Bank, Singapore’s longest
established bank with assets of $181 billion and a network of over
480 branches and representative offices in 15 countries and territories.
Great Eastern’s subsidiary, Lion Global Investors Ltd, is
one of the largest asset management companies in Southeast Asia.
For more information, please contact:
Margaret Lim, AVP (Corporate Communications) or
Charmaine Lim, Assistant Corporate Communications Manager
Great Eastern Life Assurance Co Ltd
Tel: 6248 2103 / 6248 2547
or email: margaretlim@lifeisgreat.com.sg
/ charmainelzy@lifeisgreat.com.sg
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