MSIG FOR BIODIVERSITY

It is amazing how every brand out there is now into sustainability. But not so great when an agency has to figure out how sustainability works with a product like insurance. And so for this APAC campaign, how do we cut through the clutter when every other branded message out there is all about saving the environment?

BY MAKING THE MESSAGE OF PROTECTING BIODIVERSITY RELEVANT TO URBAN LIVING.

WHEN MSIG ASIA JUMPED ON THE BANDWAGON TO GO GREEN, HOW DID WE DRAW THE LINK BETWEEN INSURANCE and biodiversity?

WE SHOWED THAT OUR FUTURE LIES IN HOW INTERCONNECTED WE ARE TO NATURE.

AWARDS

Gold at Loyalty and Engagement Awards (Best Use of CSR - Specific Audience)

Gold at PR Awards (Best Employee Engagement / Internal Communications)

Silver at MARKies Awards (Most Creative - Social Media)

Silver at Hashtag Asia Awards (Best Social Media Channel Campaign: Facebook)

Bronze at MARKies Awards (Most Creative - Communications / Public Relations)

Bronze at Marketing Excellence Awards (Excellence in Communications / Public Relations)

Marketing Campaign of the Year at Insurance Asia News Awards For Excellence

PLANTING THE SEED WITH A MANIFESTO

To associate the MSIG Asia brand with biodiversity conservation across its main APAC markets (Singapore, Malaysia, Indonesia, Thailand, Vietnam, Hong Kong), a key focus was to define the relationship between biodiversity and insurance.

And so the campaign was crafted such that we made biodiversity relevant to our city/urban lives and showed how the interconnectedness of nature can and will impact our collective future.

BLOSSOMING OF a partnership

A key part of this campaign was building credibility. Hence, we leveraged the partnership with Conservation International Asia-Pacific through an announcement in the press. The ad featured a visual mnemonic that showed that what happens in the sea will affect the forest ecosystem and in turn, affects the air we breathe.

ENRICHING THE FEED WITH SOCIAL MEDIA

The same visual mnemonic was then explored on social media with interesting anecdotes that city dwellers can relate to. Like references to Sharknado and even comparing mangrove swamps to kindergartens. We also showed the direct impact flora and fauna have on us, our source of food, our homes, our mental health and more.

POPULATING WITH CONTENT

Apart from Facebook posts, we created a plethora of content that served different purposes across the various markets. Be it short videos to be placed at point-of-sale or display screens at branches or infographics used for branded content on local websites, content creation became a key area in which MSIG Asia constantly spread its message on protecting biodiversity.

AN INFORMATION ECOSYSTEM

We created a website that was duplicated across all markets. The website served as a repository of information that also contained activities like quizzes for internal contests on the intranet for staff and partners. You can still go to https://www.msig.com.sg/biodiversity to view an example of this.

A BIRD’S EYE VIEW across the region

To truly live and breathe biodiversity, we got the staff invested and involved, with each market tasked to ideate and execute local biodiversity activations that complemented and contributed to their local geography.

We also helped create quizzes and games for the various staff townhalls to reinforce the sustainability agenda and promote bonding through the theme of biodiversity.

RESULTS

Apart from advertising award wins, the campaign achieved the following stellar results.

  • Sales conversion went up 70%

  • msig outperformED all APAC INSURANCE brands at every stage of purchase funnel

  • increase in More than 86,000 new Facebook fans

  • More than 66,000 total page views (864% above projection)

  • Campaign video achieved more than 2.7 million views

  • Content attained 5 times more page views compared to average