See how an insurance company evolved to being human

Customers are not just policy numbers.

MSIG recently rolled out its campaign, "Insurance that Sees the Heart in Everything," in Singapore on 20 November. Paul Faulkner, CEO of MSIG Insurance (Singapore), said "The campaign aims to reinforce MSIG’s commitment to active and sincere service, building a long-term perspective, and developing a stronger emotional connection between its customers and its insurance solutions. This campaign serves to differentiate MSIG strongly in a sector that traditionally focuses on short-term protection of objects and risks."

Through the campaign, Faulkner added, MSIG targets to make customers know that MSIG is not just an established insurer, but also one that is committed to going that bit further for customers, partners, intermediaries and colleagues. "All in all, MSIG aims to give their stakeholders confidence – in their coverage as well as in their partnership with us," he explained.

MSIG accomplished a market research which revealed that while customers perceive general insurance as short-term in nature, customers want to feel that the things they insure are valued by general insurers who show empathy when meeting and servicing their needs. "As a general insurance customer, you want to feel that your general insurer treats you as more than a policy number, that they, the insurance company – themselves, value what you have insured and show empathy when meeting and servicing your needs," Faulkner said.

MSIG's brand campaign, "Insurance that Sees the Heart in Everything" will be rolled out across five markets in Asia. The integrated campaign will see print, television, outdoor and digital advertising in Singapore, Indonesia and Malaysia starting November, with Hong Kong and Thailand rolling out the campaign next year.

Check out the video of MSIG's campaign here.