Insurance companies’ purpose is to “save you” financially from life’s unexpected events. BBDO Bangkok has taken things up a notch for Roojai Online Insurance by creating a series of Ads That Save You – and that’s exactly what they do.
The first commercial, This Ad Saves Your Emotions, was developed following research showing that green colours with wavelengths of 505 to 550 nanometres can relax the nervous system. As a result, it contains over 50 shades of green within a wavelength of 505-550 nanometres.
“Our team has never sounded nerdier than when we spent a week discussing green shades in nanometres,” stated Thasorn Boonyanate, BBDO Bangkok’s chief creative officer.
The second spot, This Ad Saves Your Ears, was created knowing that most commercials use loud music, sound effects, and voice-overs and that this constant exposure to loud sounds can damage our ears.
“We decided to record whispering voiceovers with a binaural microphone, the first time ever in Thailand. Although the voice seemed lower, the volume is the same as you’d find in a regular ad as to avoid people thinking their phone, laptop, or TV is broken,” Boonyanate added.
The aim of the campaign by BBDO Bangkok is to stand out in a sea of drab insurance advertising and present Roojai Online’s proposition in a way that connects with people from all walks of life. The ads also underline Roojai Online Insurance’s advantage in that it gives customers the chance to save up to 30% on premiums. So far two online films have been launched, both directed by Thailand’s top director, Un- Wuthisak Anarkaporn, from Factory 01, a production company that just won silver and bronze at Cannes Lions 2022.
Nicolas Faquet, chief executive officer and founder of Roojai Company Limited, commented, “We allow customers to choose an insurance plan that suits their lifestyle, and additional benefits to help customers save more along the driving journey and in doing this, they can also save money by not paying for unnecessary services. Our latest campaign and series of advertisements allow us to communicate what we stand for in new and exciting ways.”
This campaign’s first batch of online films is just the beginning of many more to come. Out-of-home ads, designed to save drivers on the road, like digital billboards with cute cats to save you stress on the road, mupi posters with shortcut signage to save you time navigating, and bus wraps featuring meme games to save you from boredom during traffic jams are coming soon. In the loop is also a night-time radio ad designed to save drivers from turning drowsy by keeping them awake.
“It’s said that when you see an insurance ad, it’s when you crash your car or need your package deal extended. It’s so true huh? With this idea of Ads that save you, we’re not just making insurance visible, but we are giving away free protection ads that everyone can experience across various touch points,” Boonyanate noted.
Credits:
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Rook Floro
Copywriters: Worrawan Chailert, Supalerk Silarangsri
Art Directors: Pattanapond Ketrathon, Narakorn Puechngen, Todsapon Sripuvatanik
Group Business Director: Taksina Vasaruchapong
Group Account Director: Mira Komolwanich
Account Executive: Pornchanok Wuttitanakorn
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Project Manager: Thananya Tagoporn
Agency Producer: Yada Buachan
Production Company: Factory01
Director: Wuthisak Anarnkaporn
Producers: Warunthorn Charnjitkusol & Rungtawan Nanthasaen
Director of Photography: Pasit Tandechanurat
Assistant Film Directors: Mattanee Uajarernsup & Wityawat Lakam
Film Art Director: Wanlop Plumsee
Post Producer: Wipawee Khirirat
Editing Company: Matad
Editor: Sippanart Olarnsaritkul
Sound Studio: Mellow tunes
Composer: Artit Vongmetta
