The Unsung Hero Ad by Thai Life Insurance: A Creative Brief

 Objectives

The key objective of Thai Life Insurance's "Unsung Hero" campaign is to promote the brand's core values of empathy, kindness, and community service. By showcasing an ordinary individual performing small acts of kindness, the ad encourages viewers to reflect on the impact of good deeds on the world, while reinforcing Thai Life's position as a socially responsible company. The advertisement seeks to create an emotional connection with the audience and highlight the concept that happiness stems from helping others, not material wealth.

Details of the Product

• Category of the product: Life insurance.
• Current status: Thai Life Insurance is a prominent player in the Thai insurance market, with a strong reputation for its socially conscious messaging. The company has consistently emphasized human values and community well-being in its advertising campaigns.
• Existing brand values: The brand champions empathy, responsibility, and service to the community. It positions itself as a provider not just of insurance, but of peace of mind, financial security, and social good. These values align closely with Thai cultural norms that prioritize family, respect, and collective well-being.

The Business and The Product

Thai Life Insurance has effectively aligned its business with the promotion of societal values through its advertisements, especially in the "Unsung Hero" campaign. The product, life insurance, is not just about financial protection but also embodies Thai Life's broader ethos of contributing to a better society. The brand emphasizes that life insurance is not merely a contract but a commitment to ensure the well-being of others—whether they are family, friends, or strangers. This social and emotional alignment is reflected in the campaign’s emphasis on kindness and the power of small, everyday actions to impact lives.

The Competitors

Major competitors

Key competitors in the Thai insurance market include AIA Thailand, Muang Thai Life Assurance, and Prudential Thailand. These brands often focus on wealth management, financial security, and health-related insurance products. While some of these competitors do emphasize emotional aspects, their messaging tends to be more focused on practical, transactional benefits rather than Thai Life's deeper emphasis on social good.

Strategy and tone of competitors

Many competitors adopt a more professional, polished tone, focusing on rational appeals related to financial planning, investment returns, or healthcare benefits. Their strategies often target individual gain—be it through savings or long-term financial security. Thai Life's "Unsung Hero" stands out by focusing on altruism and emotional fulfillment, setting the brand apart as one that appeals to the heart rather than the wallet.

Context of the Campaign

Social context

Thailand has a deeply ingrained culture of Buddhist philosophy, which stresses compassion, generosity, and karma—the idea that good actions lead to good outcomes. The ad campaign reflects these values, as the protagonist’s small acts of kindness benefit others, aligning with the cultural ideal of selflessness.

Technological context

In an age where digital platforms dominate and personalization in advertising is key, the ad was heavily promoted on social media platforms such as YouTube, Facebook, and Twitter. These platforms allowed Thai Life Insurance to reach younger audiences while also facilitating viral sharing.

Political context

There has been a growing focus in Thailand on corporate social responsibility (CSR). Businesses, including insurance companies, are increasingly expected to contribute to societal well-being, particularly during times of economic disparity. Thai Life Insurance’s campaign not only aligns with these expectations but also exemplifies CSR through the lens of everyday human kindness.

Customers

• Primary target market: Thai adults aged 25-50, who are either beginning their financial planning journey or are in the process of securing their family’s future. This demographic tends to value security and stability for their loved ones and is likely to appreciate an insurance brand that aligns with their ethical values.
• Secondary target market: Older adults (aged 50+) who may already have life insurance but are open to reinforcing their coverage or adding new policies for peace of mind. This group also values societal contributions and the idea of leaving a positive legacy.
• Demographics: Middle-class individuals, families, and working professionals.
• Psychographics: The target audience likely identifies with values of kindness, empathy, and community. They are conscientious consumers who seek products that are not only financially beneficial but also socially responsible.

What they think of the product?

• Fun/Exciting: The product may not necessarily be viewed as "fun," but Thai Life's advertising adds an emotional and human element to what could otherwise be perceived as a transactional service.
• Boring: Life insurance could be considered boring without compelling storytelling, which is why Thai Life's emotionally driven ad campaigns like "Unsung Hero" are essential to combating that perception.
• Not for me: Some younger audiences may see life insurance as a product for the older generation, but the emotional narrative in the ad works to broaden its appeal across age groups.

Campaign motives

• Increase awareness: The campaign leverages emotion-driven storytelling to captivate viewers. By sharing the ad across social platforms, they aim to spark discussions about the role of life insurance in not just securing financial futures but contributing to society.
• Increase traffic to online/offline stores: The emotional resonance of the campaign drives curiosity and brand association. By encouraging users to visit Thai Life's website or agents for more information, they create touchpoints that increase engagement.
• Increase sales: The campaign’s message of "believe in good" positions Thai Life Insurance as the go-to brand for those who want their insurance choices to reflect their values. This can ultimately lead to higher conversions.
• Media strategy: The campaign was distributed through TV, online video platforms, and social media, maximizing its reach. Through YouTube and Facebook, the ad has been viewed millions of times, demonstrating its viral potential.
• Tone/Message/Theme: The ad employs a deeply emotional tone, filled with warmth, compassion, and quiet heroism. The theme is clear: real wealth is measured by the positive impact one has on the lives of others. The tagline, "Believe in Good," encapsulates this perfectly.

Chief Message

The chief message of "Unsung Hero" is that life’s true value lies not in monetary wealth but in the small, kind acts that brighten the lives of others. Thai Life Insurance seeks to inspire its audience to consider insurance not only as financial security but also as a way of giving back, reflecting the brand’s belief that goodness is its own reward. Through this campaign, Thai Life reinforces its identity as a brand that stands for compassion, selflessness, and community welfare, underscoring the idea that real happiness comes from helping others.