SMK Insurance, a provider of insurance service in Thailand, wants to launch “SMK Fit” an innovative health insurance that rewards consumers with up to 15% discount depending on the level of their health conditions. The campaign aims to gain attention from any Thai consumers. However, most Thais’ perception towards "Fit" only relate to health aware people who pursue weight training, eat clean and have nice body.

Objective : Reach wider target audience by generating awareness for “SMK Fit” health insurance that rewards healthy consumers with up to 15% discount depending on the level of their health conditions.

SMK Insurance, a provider of insurance service in Thailand, wants to launch “SMK Fit” an innovative health insurance that rewards consumers with up to 15% discount depending on the level of their health conditions. The campaign aims to gain attention from any Thai consumers. However, most Thais’ perception towards "Fit" only relate to health aware people who pursue weight training, eat clean and have nice body.

Objective : Reach wider target audience by generating awareness for “SMK Fit” health insurance that rewards healthy consumers with up to 15% discount depending on the level of their health conditions.

Creative Idea

We take the inconvenience of public transportation that Thais face every day and turn it into an ironic humour to let them realize that by just living their daily life, they are already fit enough to get the discount from “SMK Fit” health insurance.

We created an online film that turns the negativity of public transportation inconvenience into positive opportunity. The ironic humour is communicated through the ‘Thank you, Thailand’ message and the style of the film. Then wrap up with the line that drives action to the promotion. With the direction of execution that hits audience right at their insight, this video made a huge impact by becoming an instant buzz on social media.