The Brief
To increase awareness for the bank’s travel insurance products.
Client
OCBC Bank
OCBC BANK – EXPLORER TRAVEL INSURANCE
HENG AH – HOW WE GOT PEOPLE TO BUY TRAVEL INSURANCE FROM A BANK, NOT AN INSURANCE COMPANY.
Our Approach
Fact #1: No one can foresee travel mishaps.
Fact #2: No one really enjoys being sold insurance to.
And why even buy it from a bank when there are countless other insurance companies touting “the most affordable plan”?
OCBC Explorer Travel Insurance offers the most comprehensive travel insurance plans in the market – but not many people know that. So to educate Singaporeans and convince them to even give it a chance (see Fact #2), we centred our idea around a simple idea, a relatable script, and one of the most commonly-used Singaporean phrases.
We created a series of light-hearted 20-second videos, each one showcasing an unfortunate event that many of us might find familiar during a vacation overseas – like getting losing our luggage, experiencing flight delays, and even falling ill.
The videos may have been a little silly and little cheeky, but hey – they worked for our clients. Heng ah!
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The Results
We seeded the videos across social media and earned 758,000 unique impressions on Facebook and Toggle over 6 weeks, with up to 66.82% completed view rate.
