Direct Asia calls on Singaporeans to get off autopilot when renewing car insurance with #DontGetStuck campaign

Insurer Direct Asia has launched a new brand campaign to encourage Singaporeans to get off autopilot when it comes to choosing their car insurance.

Devised by MullenLowe Singapore, the campaign comes off the back of consumer research that found that around half of Singaporean drivers automatically renew their car insurance policy without shopping around for better deals first.

TV ads feature a sloth to characterise the slowness of Direct Asia’s competitors and Gif-like parts to portray consumers stuck in the same renewal cycle.

Direct Asia is also encouraging consumers to create their own Gifs on a microsite, and then share them on social media with the #Dontgetstuck hashtag.

MullenLowe Singapore creative Viraj Swaroop said that Gifs were used to bring the idea to life as the medium is essentially “people being stuck in a loop repeating an action over and over again.” The Gif execution, he said, is “in keeping with DirectAsia’s brand character of being positive and dynamic, as well as having a witty take on the car insurance category.”

The campaign uses Gifs to encourage audience participation

The campaign uses Gifs to encourage audience participation

The campaign continues with the ‘Where Happier Matters’ line that was introduced when Direct Asia rebranded in October last year, and will run on TV, digital, print, and out-of-home from now until the end of September.

The company is also collaborating with Singaporeans influencers to amplify the ‘#DontGetStuck’ message with ways to inspire people to stop behaving as if on autopilot.

Direct Asia’s CMO Pauline Png, who spoke with Mumbrella in an interview about the rebrand at the end of last year, commented: “Many Singaporeans seem to be resigned to a poor insurance experience including more expense for similar coverage, slow claims processes and settling for inflexible cover they don’t need. We want to show consumers that they can make better choices by switching to DirectAsia Insurance and they will get a happier insurance experience, which everyone deserves,” she said.


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