As a leader in digital marketing and the market leader in life and health protection, Allianz Ayudhya Assurance PCL. is leveraging its success with the launch of a new campaign called “Roke Rai Dai Koom”. The campaign presents the true story of people suffering from critical illness under the concept of “My First Day”. It is when you find out that you are diagnosed with a critical illness, would you look at it as “The Last Day” or “The First Day”? It aims at building awareness about Allianz Ayudhya brand and the product called “Roke Rai Dai Koom” or My CI Care insurance plan using the modern style story telling through the new online advertising campaign. It tells the story of a person who has been diagnosed with cancer. But she can manage to adjust her attitude and battle with the cancer. That makes what seems like “the last day” of her life becomes “the first day” that she can get up and move on securely and happily. The company expects the campaign would urge people to prepare for the
uncertainties and help boost the sale of “Roke Rai Dai Koom” insurance plan as well.
Mr Bryan Smith, President and Chief Executive Officer of Allianz Ayudhya Assurance PCL said that Allianz Ayudhya has established a clear policy that aims to become the leading in life and health protection. From 2013 to present, the company continues to increase the portion of its life protection insurance from 27% to 33% with its popular products such as “Health Unlock” and “Roke Rai Dai Koom” or “My CI Care” insurance plan, which is currently launched in June 2015. In addition, another strategy we focus on is to become the leader in digital marketing as it is a powerful medium and in line with the behavior of consumers, who consume information via social media. This was reflected by the growth of the online advertising spending which grew by 62%. Last year, Allianz Ayudhya was highly successful with the highest engagement in Facebook in the life insurance industry in Thailand. This represents that most consumers have shown their interest in the company. Therefore, we recognize the importance of the online channel as the main medium to launch our new campaign called “Roke Rai Dai Koom”.
Miss Patchara Taveechaiwattana, Chief Officer of Market Management and Corporate Affairs of Allianz Ayudhya Assurance PCL, said the “Roke Rai Dai Koom” campaign is an extension of the success of the launch of this insurance plan in June. Our intention is that we want to urge people to realize the importance of how to prepare oneself for the uncertainties. Especially when you are diagnosed with a critical illness, which is the most common cause of death in Thailand. Highlights of this “Roke Rai Dai Koom” insurance plan include premiums are not wasted, fixed premium payment throughout the contract term, premiums can be tax deductible and policyholder is entitled for continuous coverage without paying premiums even when diagnosed with a critical illness, which is the first time in Thailand’s insurance industry.
The “Roke Rai Dai Koom” campaign consists of the new advertising campaign that communicates through the online world under the concept of “The First Day”. It is an inspiring true story of the lady named Jitlada Supsuk, nicknamed Jee, who has been diagnosed with the cancer. But she can manage to adjust her attitude and battle with the cancer. That makes what seems like “the last day” of her life becomes “the first day” that she can get up and walk on securely and happily. And after releasing this ad campaign, the company will launch online activities inviting people to share their feelings of what is the first thing that they would do if diagnosed with a critical illness. Moreover, there are three more exclusive interview video clips where Miss Jee unveils her emotional story and those who have overcome their worst days and what make them to be able to start it over again. We believe that this campaign will receive great attention and help inspire people to get prepared for the uncertainties. And eventually, to raise awareness about our critical illness insurance products as well.
Furthermore, the company also provides information relating to the disease in a variety of formats including articles, infographic and Facebook posts through various channels, social media and the leading websites. This is to raise awareness about a critical disease that anyone can face, not only the older one anymore. Therefore it is necessary to be prepared to deal with the uncertainties that may arise and to ensure that the Thai people will be able to lead a good quality of life even facing illness.
“The digital marketing strategy is a channel that Allianz Ayudhya has put a great importance on. It is because it can effectively reach the targeted groups, for this campaign, we expected to grab over 20 million online users that communicate via online social media. And this campaign reinforces the company’s leadership in the marketing innovation. We expect that the digital marketing strategy that we created this time will help promote Allianz Ayudhya brand and the “Roke Rai Dai Koom” or “My CI Care” insurance plan to become more broadly known. This will lead to a sale of 100 million baht as targeted and help Allianz Ayudhya to achieve its goal of becoming number one in protection,” Ms Patchara concluded.
Customers can search through Allianz Ayudhya Care Network hospitals where health checkup and medical treatments are provided for individual, group and personal accident insurance, as well as life insurance medical examination.