“Syn Mun Kong Insurance” wants to launch a new car insurance plan that is specially designed for drivers in Bangkok, one of the hardest cities to drive. With its famous chaotic traffic, reckless drivers, narrow side-streets, unplanned street furniture placement and else. These small dangers could easily put your car a high chance of getting into small accidents everyday.

We adapted a Thai top hit song about a love that never changes into a singalong of our similar insurance core benefit in this song called “BIA-MAI-YORM- PLIAN-PLAENG” (The Insurance Fee That Never Changes). To reinforce our insurance plan benefit our singers consisting of different parts of the city that often give cars small injuries all come together to apologize in a light, carefree way.

The results were much better than expected. More than 3 millions views to the film within 2 weeks. Lead results doubled our estimated number with only half cost per lead. Sales in the first month also came up to more than 12 million baht. It created a nationwide ripple effect, with active conversations online regarding if the plan could apply for non-Bangkok cars too. We resulted with more than 20,000 people contacting us about the insurance plan every week.

The campaign launched mainly in the form of online music video on Youtube & Facebook. With media support from Facebook Lead Ads and publisher contents that tactically attracted out core targets who are drivers in Bangkok area.

Campaign timeline was between 1 February - 31 March 2018, with the budget of 9 millions baht which generated more than 20 millions earned media value.