INSPIRATIONAL BRAND CATEGORY
FWD Life Insurance Public Company Limited
Financial Services Industry
www.fwd.co.th
Information about the Company and Brand
FWD Group is a pan-Asian life insurance business with approximately 10 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. It is committed to changing the way people feel about insurance and serving the needs of customers through a customer-led approach. FWD constantly looks outwards at what people need.FWD Life Insurance PCL (FWD) was established in Thailand in 2013 and is a part of the FWD Group that focuses on making the insurance journey simpler, faster and smoother, supported by digital technology that makes it digital by design company serving innovative propositions and easy-to-understand insurance products and services that answer its customer’s needs so they can live their lives to the fullest and ‘Celebrate living’ without worry because FWD supports them.
In Thailand, FWD has successfully built significant partnerships with some of the most reputable financial institutional networks. It has grown in leaps and bounds and currently takes pride in being regarded as one of the top three life insurance companies in Thailand.
Brand Elements
Guided by FWD’s vision of ‘Changing the way people feel about insurance’, FWD constantly strives to differentiate itself by focusing on a high level of brand engagement with its customers.In order to fulfill its mission, FWD focuses on creating fresh brand experiences by making the brand trustworthy, innovative, refreshing, relevant, and easy to understand.
FWD also offers customer-led products and services that are simple, personal, and accessible; designed for how people live their lives to the fullest, so they can ‘Celebrate living’ confidently.
Celebrate living
Inspiring Identity
FWD has been recognized for its creative, refreshing, and relevant brand-building innovations, initiatives, and activities hinged on promoting its Brand Experience. FWD creates brand experiences through daily meaningful positive interactions between the brand and people that allow customers to engage with the brand closer via their 5 senses of sight, sound, smell, taste, and touch.As part of FWD’s brand campaign, brand experience collaborations with leading lifestyle, food and beverage, and fashion brands were launched to further share FWD’s innovative approach to brand building.
For many years it has ignited people to think about the meaning of ‘Celebrate living,’ particularly this year, after the pandemic, when everyone has been inspired to go out and live their lives to the fullest without worries knowing that FWD is there to support them.
Achievements and Impact
In 2021, FWD took a different turn and captivated the interest of Thai people through its ‘Celebrate living’ campaign. By listening to customers, FWD’s research showed that during the pandemic, Thai people enjoyed their micro-moments – the small things that bring joy to daily life, like having quality time with family, spending time with pets, or eating one’s favorite dishes, and spending time on online entertainment platforms. FWD’s brand campaign of ‘Celebrate living’ was then released in the form of ‘Musicumentary’, a short documentary featuring music as a vehicle to communicate the brand’s messages. Rolled out across various platforms, the campaign delivered online-to-offline experiences to target audiences seamlessly.The campaign’s positive results were captured by a survey by Blackbox Research (2021), which showed that its brand awareness grew by 16% while brand consideration increased by 33% since the campaign started.
In 2022, FWD continued emphasizing its brand promise: ‘Celebrate living’ through a new presentation – ‘The series of Celebrate living’, an experimental reality that showcased true stories of real people with different interests, rediscovering their long-lost dreams, spending precious moments with the ones they love, and finally finding the courage to step into a new chapter of life and doing whatever they want because FWD has got their back.
The FWD campaign ‘Insurance for all’ was also highlighted. As part of the campaign, ‘Braille Stories’ won the Gold Award at the worldrenowned New York Festivals® Advertising Awards in 2022. It featured the inspiring stories of four visually impaired people. The goal was to raise awareness of equality in society and let people know that FWD is inclusive and provides comprehensive coverage for everyone.
Future Direction
FWD looks toward a bright future as it continues to offer insurance that is simple and accessible – designed for how people live their lives to the fullest and ‘Celebrate living’ without worry.FWD plans to further take advantage of the latest technology to grow its business and enhance its customer experience. It vows to do more than what it has so far achieved in terms of providing innovation-driven insurance – from easily buying a policy to enabling faster claims – and empowers customers to take control of their plan, in line with its overall vision of changing the way people feel about insurance.
BRAND MILESTONES
