Brand Experience and Activation > Use of Media
HAPPINESS YOU NEVER FORGET
JWT BANGKOK, Bangkok / MUANG THAI INSURANCE / 2008
Awards:
Overview
Credits
OVERVIEW
ClientBriefOrObjective
To launch an "added value" member club, known as the Smile Club Card from Muang Thai Life Assurance for their customers.
Effectiveness
Apart from winning numerous creative awards such as AdFest, and being a hot WOM campaign, Muang Thai's Smile Club attracted 300,000 members out of the one million policy-holders they have.This campaign has very successfully attracted low-income segments of the country's population, who have found both the advertising and the club idea very appealing, indeed Unforgettably happy.
Implementation
We started with the concept, 'Happiness You Never Forget', and used it to develop images which illustrate the lifestyle that the customers aspire to.
Relevancy
To create unforgettably Happy advertising for the unforgettably happy moments that membership of Muang Thai Assurance Smile Club provides. A series of highly entertaining TV commercials featured the special offers/promotions/events that Club membership provides, eg. Broadway show, Disney shows, Meditation tour, Make-up techniques course, etc. Unforgettably happy experiences all year round. These were summed-up by the idea "Happiness you never forget".
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