Tokio Marine uses Asian tradition of inherited wealth in new life insurance campaign

Tokio Marine Life Insurance has released an ode to the Asian value of keeping wealth within families in its latest bid to plug life insurance to Singaporeans.

Dubbed #MyGiftToYou, the integrated campaign centres on the idea of leaving a legacy to future generations, using the motif of family heirlooms.

According to the brand, the campaign was developed with Singaporean and Asian cultures in mind, when a deceased parent or ancestor is able to “live on” in the objects that are passed down.

To illustrate the idea, the insurer’s creative agency Havas developed a three-minute film showing a young woman renovating her family’s battered old banger after his death.

The concept of leaving a legacy is aimed at promoting the brand’s life insurance products through the idea they allow a parents’ offspring financial security in the event of their death.

In addition to the promotional video, the brand has also released a social media campaign encouraging Facebook and Instagram users to send pictures of their own family heirlooms using the hashtag #MyGiftToYou.

The social media campaign was managed by Socialyse Singapore, while public relations was overseen by Edelman.

“Inheritance of value and culture has been an integral part of Asian traditions. What one leaves behind is as important as what one achieves in life, and it is crucial to Asians to impart the qualities of prudence, hard work and financial savviness to their children,” said James Tan, chief executive officer of TMLS.

“This has also been reflected in the tradition of passing down of treasured items such as heirlooms, which have strong sentimental value and symbolise the family values which they hold dear. We see a life insurance policy in the same space as the values and heirlooms – they are left behind to provide lasting protection and security for the next generation.”

The latest campaign follows on from last year’s #MyLoveForYou, which used the idea of parenthood anxiety to channel a similar message of safeguarding loved ones with life insurance.


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