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DirectAsia Insurance uses 'invisibility' metaphor to spotlight priceless memories formed in cars

DirectAsia Insurance uses 'invisibility' metaphor to spotlight priceless memories formed in cars

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DirectAsia Insurance has put a twist to its latest campaign titled "What Drives You?" by featuring an invisible car that allows users to see through a vehicle’s exterior to unveil all the priceless memories formed in the car. For most drivers, a car is more than getting from point A to B. It’s a space where memories are made, and where we live out life’s moments - no matter how big or small. Taking this insight, the video used "invisibility" as a metaphor to highlight the fact that car insurance isn’t just about protecting the car. More importantly – it’s about allowing drivers to have peace of mind to fully live their lives within it.

Done in collaboration with Havas Media Group's Socialyse, the 30-second video will roll out across various online and offline touchpoints, including both English and Mandarin versions. The agency is managing creative and media buys for the campaign. The campaign will also be extended on social, where DirectAsia Insurance will engage various key
opinion leaders and crowdsource from drivers on what drives them.

DirectAsia Insurance's head of marketing, Oliver Mallich, said it decided to focus on what matters to drivers. "It’s about the people and moments in their cars. DirectAsia will protect your vehicle while you enjoy what matters most. This long-term, multi-channel campaign will evolve to show many of the moments Singaporeans enjoy in their cars. Strategically, it represents a repositioning of the brand after several years off TV," he added.

Meanwhile, Socialyse's MD Kenny Yap said the team was really excited with the challenge to showcase the many precious memories that matter to drivers in a novel approach. As this was a first-of-its-kind to be filmed in Singapore, Yap said there were lots of challenges to navigate around.

"In addition, we had to film the talents on a customised platform with specially built seats and seatbelts, before applying VFX in post-production. All credits to the consultants, creatives, media and production team that worked seamlessly to bring this concept to life," he said.

Related articles:
New campaign "More or Less" ties DirectAsia and Shell together
DirectAsia Insurance launches new #DontGetStuck campaign
DirectAsia repositions itself with multi-million dollar campaign

 

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