SG: Robin Hood Helps DirectAsia.com Insurance Say Goodbye to 'Boring' Advertising

DirectAsia.com believes that advertising by the Singapore insurance industry has relied too heavily on traditional imagery. Simon Birch, CEO of DirectAsia.com, said: “So far, advertising for insurance here has remained traditional and rather boring. You know the ones with impossibly good looking families with perfect teeth standing under umbrellas etc. Our latest campaign aims to change all that, as well as change people’s negative perceptions about the way insurance is done.” DirectAsia.com has enlisted folk hero Robin Hood to help them do just that. The award-winning insurer believes the iconic figure will accelerate and further establish DirectAsia.com’s standing as an innovator in the insurance industry. The use of a branded character to accelerate awareness of an insurance brand is new to the Singapore market. It isn’t, however, the first time insurance companies have created characters to support their brand awareness. Previously successful international campaigns have included the Meerkat for Compare the Market (UK); Bulldog for Churchill Insurance (UK) and the Gecko for Geico Insurance (USA). Although largely unknown in Singapore, such accelerators have proven to be highly effective marketing strategies.