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 Company: Thai Life Insurance Co., Ltd., Bangkok,Thailand
Company Description: Thai Life Insurance Co. is proud to be a leader in providing unique products and services. It's the first Thai-owned life insurance to support Thai people by offering products to meet the client needs. These are confirmed in our message to be "More Than Just Life Insurance."
Nomination Category: Web Site Awards and Blog Craft & Function Categories
Nomination Sub Category: Best Web Animation
Nomination Title: "Skeleton"
When was this web site or blog first published?
May 2009
Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words). Include here the URL of the nominated web site or blog. IMPORTANT: begin the URL with http://, and enclose the URL in square brackets - e.g., [http://www.ourwebsite.com]:
Project Background:
Thai Life Insurance has been caring for the lives of Thais for over 67 years by
relying on strong brand building that highlights the brand identity of "the
value in caring for life." Thai Life Insurance aims to make health care special
for every strata of society. To reach teenagers and the younger, wired
generation, digital media was used. This digital media was used to show brand
identity and to generate interest rather than to make hard sales by presenting
innovative and unforgettable ways to look after your loved ones health.
Project Objectives:
To get as many views as possible for the Thai Life Insurance TVC "Skeleton".
To generate understanding of the brand identity and admiration for Thai Life
Insurance.
Target audience:
teenagers or the new generation of people who are comfortable in a digital world.
Project Execution
This series of commercials shows both the strength of the brand identity of
"Caring for life" while also highlighting the brand's bravery in using a
strange, new execution for the commercial. Although the use of the skeleton
couple seems unusual it also clearly displays the brand identity while also
capturing the interest of the younger generation.
Launching Period:
May 15,2009 - June 15,2009
Budget:
Totally 1,571,297 Baht (approx. US $ 46,215)
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