The brand’s bread and butter is parents with kids. They are the key decision makers for first-time policies and promise long-term purchases for health and life insurances for their children.

WELL-ESTABLISHED EMOTIONAL BRANDING

Thai Life has been with Thais for 79 years and has its unique emotional branding focusing on “Value of Life. Value of Love.” The brand has been genuinely empathetic with legacy campaigns that touched the hearts of Thais and parents worldwide, in which its communications have been focused on families’ love and care relating to human insights and societal issues.

A WIDER GAP WITH TODAY’S PARENTS: HIGHLY PURPOSEFUL YET INCREASINGLY DISTANT

However, Thai Life was experiencing lack of relevancy with today’s parents. The challenge is how to build on the brand essence, “Value of Life. Value of Love.”, to increase relevancy amongst today’s parents whilst creating societal impact and secure closeness of heart and share of business.

LET PARENTS’ PAIN BE FELT

Thai Life believes that, in the heart of parents who have lost or separated from their loved ones, a great loss is always felt. We therefore created the film “Until We Meet Again” to send the message to today’s parents praising their dedication in protecting their children and providing encouragement to families facing such incidents.

Inspired by real stories, “UNTIL WE MEET AGAIN”

The 7.07-minute film tells the story of a father who will do whatever it takes to find his lost daughter and highlights the lengths he would go – from quitting his job to being naked in the heart of Bangkok’s business district to capture media’s attention. The movie retains Thai Life’s distinctive identity of expressing powerful emotions and shows the brand’s belief that the power of love will let everyone feel positive and use it as an impetus to overcome difficult times.

INSIGHT: MORE OPEN PARENTING YET MORE PROTECTIVE THAN EVER

Millennial parents have a need to give their children freedom and exposure to experiences while being pressured to protect them from societal risks.

CULTURAL TENSION: EVERY PARENT LOVES THEIR CHILDREN BUT THE MEDIA IS PUTTING THEM ON TRIAL

Through social conversations, we discovered that the most concerning issue is that they want to protect their children while the number of Missing Children is getting out of control. However, Thai media has taken this critical agenda as newsworthy and distorted the issue, putting parents in the limelight and stirring overwhelming prejudice, blaming them as the suspect or failing to protect their children.

STRATEGIC BIG IDEA:

While other brands romanticize a happy family life, we chose to reveal the issue that most concerns today’s parents and provoke Thai society to open their hearts to the unquestionable dedication of every parent to their children.

1. PEOPLE-UP: BRING A NEW PERSPECTIVE TO THE NATIONAL CONVERSATION WHEN THAI PARENTS WANTED TO FEEL MOST SUPPORTED

We waited until parents’ emotions ran high during the most intense news story that blamed parents. In September 2021, another incident of a missing toddler, “Jenny”, gained tremendous media attention. We decided to launch the campaign in real-time, three days after such incident. Instead of typical launch approach of using celebrities and KOLs, we launched the content through the voice of real parents who are real users, nano and micro-influencers and their social media with over 250 groups and accounts.

2. MAKE IT MAINSTREAM AND MAXIMIZE IMPACT

3 days after launch, we amplified the content through Facebook mom pages and news pages that previously featured content about missing children to maximize the conversation, followed by Facebook and YouTube VDO ads and pre-roll ads on Thai Life social media platforms and paid media.

The short film resonated with people and sparked discussions online and offline. Helped by the voices of real parents and others who believe in empathy, our campaign overshadowed skewed news reports and rallied more support for parents of missing children – with the hope that one day, they can meet again.

Communications impact:

• 170% of KPI of views

• 4,919,432 total engagement, 5 times of engagement KPI.

Brand impact:

• 99% positive sentiment about Thai Life Insurance brand.

• Gained No 1 share of voice and in the society’s conversation during a period of launch.