FWD Insurance
ASSIGNMENT
FWD is an insurance company based in Singapore providing both group and direct-to-consumer insurance. They came to TLBB for help to promote their various insurance policies – namely their term life, car, travel, maid and home insurance.
STRATEGY
Insurance policies can be complicated and tedious to comprehend, especially when you have to listen to an agent explain it to you for hours. To make this process less painful and more engaging, we used storytelling techniques to create short, 2D-animated videos explaining the key aspects of FWD’s insurance policies. The videos feature TLBB’s very own in-house character creations.
EXECUTION
Our explanatory video for FWD’s Term Life insurance features John, a thrill-seeker who loves anything adrenaline-pumping. This aligns with FWD’s brand promise to “Celebrate Living”. His crazy adventures make him the perfect advocate for the term life insurance policy. The video features John skydiving, with voice-over explanations of the policy. Key terms were incorporated into the visuals in wacky ways.
For FWD’s car insurance, we’ve got Mark, a car enthusiast, to front the video. Viewers follow Mark as he gets into a car accident (don’t worry, he doesn’t get seriously hurt) and goes through the process of filing his insurance claim. A voiceover explains the coverage of the insurance. By creating a story surrounding Mark, we turn something potentially confusing into something entertaining and memorable.
Paul and Simon are travel buddies. As avid vacationers, they are always on the lookout for their next adventure. However, travelling comes with many risks. By following Paul and Simon’s misadventures overseas, viewers gain a better understanding of FWD’s travel insurance policy.
The video centers around the Tan Family and Maria, their domestic helper. It showcases the extensive coverage offered by FWD’s maid insurance policy through various misfortunes that befall Maria.
For FWD’s home insurance video, we took a different approach. Inspired by video games, we juxtaposed how someone with FWD’s home insurance (Player FWD) and someone without (Player X) fared when met with the same misfortune. This comparative approach conveys the benefits of being insured under FWD’s home insurance policy in an engaging way.
RESULTS
The videos are not just interesting to watch; they make understanding these insurance policies less daunting. Our custom characters can also be seen in other mediums like out-of-home ads, making FWD’s brand more memorable.
