Thai Life Insurance: Shift the focus from the agents themselves to the good things they do

Kritsada Hongsasurath, Vanich Jirasuwankij and Nuntaporn Laoruangroj

Campaign details

Brand owner: Thai Life Insurance Public Company Limited
Agency: Ogilvy & Mather Thailand
Brand: Thai Life Insurance
Country: Thailand
Channels used: Online video, Outdoor, out-of-home, Print – general, unspecified, Radio, Television
Media budget: 5 – 10 million

Executive summary

In a part of the world where insurance agents have a serious image problem, and to survive in the market and maintain business, Thai Life Insurance set out to convey trustworthiness and gain access to people's hearts in order to foster long-standing sustainability. The subsequent improvement that was achieved in the public perception of its agents would result in a truly impressive increase in sales.