With “Smiling Cloud”, the first interactive installation in Thailand at Siam Center, utilizing all channels of social networks and together with LINE Sticker launch –targeting 3 million members
Bangkok — 14 March 2013 — Allianz Ayudhya Assurance PCL is extending its successful global digital marketing campaign under the concept “1Advice” by introducing the latest campaign called “1AdviceSociety…Smiling society full of good advice, always there for you”. The campaign encourages members of the Thai society to share good experiences and good stories via online media and hopes to help create a better society.
Ms Patchara Taveechaiwattana, Chief Officer of Market Management and Corporate Affairs of Allianz Ayudhya, explains the background of the successful 1Advice campaign that Allianz Ayudhya is a leader in life insurance business that initiated its digital marketing communication with the launch of http://www.1advice.in.th last year. The campaign’s concept was “Tell a friend when you have good news and ask for an advice when you feel low”. It is not only the first online social network that gathers all the good advice shared by the Thai members nationwide, but also creates relationships between target groups, customers and the company as well.
From the very first day of its launch until now, the campaign has proven that Allianz Ayudhya’s digital marketing communication strategy has achieved its goal of raising awareness of Allianz Ayudhya brand among a wide variety of target groups, especially, the younger generation. As of today, there are over 90,000 visitors to http://www.1advice.in.th with more than 2,500 pieces of advice posted. Following this success, the company decided to continue its successful digital marketing strategy under the concept “1Advice” with the launch of “1AdviceSociety…Smiling society full of good advice, always there for you”.
This is a comprehensive digital marketing strategy that focuses on giving advice, educating, and sharing experiences and good stories among members. However, this year the company creates attractive activities and opens more channels for members to join and share their good advices to each other. Social media is the main communication channel that allows members to take part in activities. The difference this year’s campaign made is that the 1Advice is designed as a digital platform that allows users to access and take part in the campaign easier. They can log in via smart phone, tablet, or computer as well as via different social networks, based on their Internet usage behavior. That includes Facebook, Twitter and Instagram, instead of just visiting only http://www.1advice.in.th.
Highlights of the campaign include the launch of “Smiling Cloud”, which is considered to be the first integration of online and offline media in Thailand to reflect the concept of “Every 1 good advice from you can help brighten up the Smiling Cloud everyday”. The big Smiling Cloud was made of over 5,000 light bulbs located at the heart of Siam Centre and will be on display for two months, starting from today until 8 May 2013. Whenever there is a user sharing 1 good advice via online media, this Smiling Cloud will gradually brighten up.
“One of this year’s highlights is the launch of LINE official account “AZAYfan” and “Allianz Ayudhya Eagle” LINE sticker to please LINE users, which is increasing in numbers every day. We hope that this will be an effective tool to help raise awareness of Allianz Ayudhya brand with users help spread the word. We use big eagle with different poses for 16 LINE stickers to represent the global Allianz brand which has expertise in insurance business for a long time and it is ready to share good things with the Thai customers. LINE users can follow LINE official account “AZAYfan” and get good advice and share it with friends every day.
“Allianz Ayudhya Eagle” LINE sticker is available for download from 12 March 2013. It is proven to be successful more than we expected as AZAYfan achieved over 1 million LINE members within just the 1st day of its launch. Our target is to achieve 3 million LINE members within this May,” Ms Patchara said.
“Allianz Ayudhya is focusing on digital marketing communication strategy as it is an effective communication channel that reaches the younger generation. This effort is to emphasize our position as the leader in marketing innovation. And we hope that the launch of “1AdviceSociety… Smiling society full of good advice, always there for you” campaign will reflect our sincerity and creditability among customers and enable us to stay top of their mind. This is to reinforce our corporate vision that says ‘Allianz Ayudhya will provide security to every Thai family’” Ms Patchara concluded
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