Singapore, 16 July 2019 – Etiqa Insurance Singapore has clinched the ‘Marketing Initiative of the Year – Singapore’ Award at the Insurance Asia Awards 2019 for the second consecutive year, for its engaging Tiq Home Insurance marketing campaign titled ‘Your Home Sure Okay, Double Confirm’ featuring local comedian Hossan Leong. This award recognises Etiqa’s creativity and innovation behind creating a seamless and effective campaign to reach its audiences and promote its digital brand and product. In addition, the victory was a nod to the insurer’s commitment to raise public awareness on the importance of home insurance.
Fronted by the insurer’s digital brand, Tiq, the winning product launch campaign featured a seamless integrated experience stimulating interest and supporting a strategic multi-channel marketing and communications approach with print, Out-Of-Home (OOH) – MRT platform doors, car wraps, cinema ads and on television media buys. Videos can be found here.
The campaign emphasised the comprehensive yet flexible coverage Tiq Home Insurance provides to homeowners and tenants, through a humourous approach less seen in the industry. The content bypasses the image of home insurance as traditional and complex in favour of simple optimism, giving it an edge over more conventional efforts.
Central to the campaign and lending a burst of personality is comedian Hossan Leong, who plays the role of a homeowner in a series of lighthearted and educational videos that invoke common home mishaps, such as burst pipes and fire-related accidents with tongue-in-cheek tags at the end of each videos. Tiq Home Insurance features several first-in-market features such as up to S$5,000 Emergency Cash Allowance within 24 hours in the event an insured home is deemed uninhabitable due to an insured peril such as a fire. It also offers Emergency Home Assistance, providing round-the-clock repairs and maintenance. A distinguishing aspect of the product is the choice afforded to customers to choose sum insured and tenure.
On its fourth year, the Insurance Asia Awards aims to honour the companies that rise above the challenges and to recognise their initiatives that make the most of opportunities in the market. With the big push towards digitisation across the financial industry as well as the rise of various fintech firms, insurers are challenged to innovate and come up with new and more creative strategies to remain relevant. Winners are chosen each year for their ability to stand out amidst these challenges.
“We are humbled and at the same time very excited to accept this award once again this year, and we’d like to thank Insurance Asia magazine for the appreciation and for bringing notable industry initiatives such as claims, product, and marketing in Asia to the forefront. We will continue to deliver positive brand experiences and innovative insurance solutions for our customers, keeping their needs always in mind”, Jazzreal Wong, Head of Direct Business, Etiqa Insurance Singapore.
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