Great Eastern SG insures regional marketing strategy with latest agency appointment

Great Eastern Singapore has reappointed BLKJ Havas to handle integrated marketing duties for three years following a pitch with a number of agencies. The appointment covers creative, social and performance marketing and extends beyond Singapore to include Malaysia, Indonesia, and Brunei. The insurer first appointed BLKJ Havas in 2019, shifting duties from Arcade. 

Colin Chan, MD, group marketing, told MARKETING-INTERACTIVE that BLKJ Havas has helped support its vision to convey the brand in thoughtful ways, bringing it to life across the marketing funnel, and across various pillars of its business. 

"We have been able to communicate our brand story with authenticity and in an empathetic way, to demonstrate that our customers are at the heart of all we do. As the Life company, we are fully committed to providing them with the reassurance that we help them to live Lifeproof while they pursue their dreams. We look forward to our continued partnership to win the hearts and minds of customers here and in the region for this next lap," Chan added.

Meanwhile, BLKJ Havas CEO and co-founder, Rowena Bhagchandani, said the team is thrilled to be rejoning its partners at the company to continue working together towards becoming one of the most relevant, progressive, and innovative brands, not just in Singapore but across Southeast Asia. "Great Eastern may be over 113 years old, but it continues to move and grow at an incredible speed, even in these uncertain times," she said.

Since its appointment in 2019, BLKJ Havas has created several campaigns for Great Eastern, including the "Great Eastern Women’s IPPT"; "Undefeatable", a music video co-produced with artists with disabilities; and brand platform "Live #Lifeproof".

BLKJ Havas creative partner and co-founder, Joji Jacob said the insurer is one of the most meaningful brands that the agency has had the privilege of working on. "Its products save lives and it has a wonderful history. And that gives you all the inspiration you need to tell a great story. Now that we have got an even bigger audience with this regional appointment, we have the opportunity to make a bigger impact than ever before," Jacob said. The win comes on the heels of several other new business wins in 2021 for BLKJ Havas, such as Endowus, Amazon SG and Jacobs Douwe Egberts.

Earlier this year, Great Eastern worked with BLKJ Havas to launch a campaign calling for Singaporeans to protect their independence by planning their retirement. The campaign used two forty-second sketches to paint a caricature of what it looks like to still be receiving income after retirement. According to the team, a shorter, bite-sized format of storytelling was favoured over the longer-form style that retirement ads usually follow to prevent users from hitting the "skip" button.

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