FWD 2.02

Integrated MarketingGoogle Advertising

ASSIGNMENT

FWD Singapore is an online insurance company with the ambition to change the way people feel about insurance through a direct-to-consumer approach. They wanted to promote their endowment plan which they were offering for a limited period of time. This endowment plan offered a high guaranteed return of 2.02% per annum.  The current print ads they were pushing out were underperforming and were not hitting sales KPIs so TLBB stepped in to help.

STRATEGY

On a platform as oversaturated with information as the world wide web, an ad has to scream out loud or drown in the sea of content. With this in mind, we implemented an integrated marketing communications plan that consisted of EDMs, print ads, out-of-home advertisements and web banners. The concept, however, was the same for all platforms: to make an immediate impact by emphasising – or rather, over-emphasising – the guaranteed return of 2.02%.

EXECUTION

This was achieved through witty copy and design. We created a variety of offline and online ads with FWD’s bright brand colour and an enlarged “2.02%” – so big it won’t fit the ad. One of these ads is in the form of a Google web banner which was produced as a gif in order to create an immediate impression and attract attention. Emphasis was also placed on the limited time period to generate interest and urgency.

RESULTS

The ads garnered so much interest for the endowment plan that FWD exceeded sales targets that year. Now that’s a big return.