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Online insurer targets value-seeking shoppers in new branding campaign

SINGAPORE, 9 September 2019 -- Savvy Singaporeans love a good bargain no matter what they’re buying, and that includes insurance.

That’s according to online insurer, Budget Direct Insurance, who is launching a new marketing initiative that aims to clearly communicate the brand as the best value, smarter insurance option for consumers.

Targeted at Singaporeans in search of better value, the campaign will continue to make use of the insurer’s own mascot named Budsy, a sock puppet who has been central to many of Budget Direct Insurance’s marketing and advertising drives. This time consumers will see him leading the search for better value in a bid to help Singaporeans save money.

Love him or loathe him, the online insurer found that Budsy, a true blue ‘Kiasu’ Singaporean, has been instrumental in driving brand awareness with studies showing that value-conscious consumers are more likely to buy when they can associate the brand with its playful mascot.

Budsy, true blue Singaporean mascot, set to attract value-conscious shoppers to buy insurance online in new marketing initiative from Budget Direct.

Budsy, true blue Singaporean mascot, set to attract value-conscious shoppers to buy insurance online in new marketing initiative from Budget Direct.

Simon, Birch, CEO of Budget Direct Insurance, said: “Budsy is a good vehicle for us to show that we are a modern digital insurance brand that likes to do things differently. In our new campaigns he will be positioned as a friendly value-seeker who wants to help Singaporeans find a better deal on their car, motorcycle and travel insurance.”

Birch said value is the badge of today’s savvy consumers and in the insurance industry people want to feel smart in their purchase decisions. “Budsy, our value-seeking friend and guide, is helping consumers make smart and intelligent choices when it comes to insurance”.

He added: “The concept redefines the traditional tone of insurance advertising in Singapore and allows Budget Direct to clearly stand apart in this sector.”

The campaign will continue to support their “Pay Less or Get $100” challenge, said to be one of Singapore’s most compelling car insurance offers.

Budsy will be featured in a series of new online commercials, as well as print, outdoor billboards and radio adverts around town. The advertisements are aimed at encouraging consumers to compare the car insurance renewal premium offered by their current insurer with a quote from Budget Direct Insurance; and if Budget Direct verifies that it can’t beat their current insurer’s renewal premium for the same level of cover, the consumer will receive $100, even if they don't buy. See the Terms & Conditions that apply to this offer.

Cohort Communications, the Singapore advertising agency behind the creative for Budget Direct Insurance, says “Budsy is starting to get under the skin of Singaporeans as an icon of good budget insurance. He’s cheeky and fun. And now with his new mission to share better value, he’s maturing into a true blue Kiasu Singaporean. We’re having a lot of laughs with him and we hope the public will too.”

Birch said that by shopping around and being smarter, consumers can really save money on their insurance. “Our customers have told us they’ve saved up to $385.94 on motor insurance when they switched to comparable cover with Budget Direct Insurance.”

Meanwhile, the insurer says it will continue to demonstrate that Budget Direct Insurance is the smart choice for consumers who are not just attracted to cheap prices but good service and a brand they can trust. It aims to do this by leveraging on customer reviews and its customer service awards, including the Feefo Gold Star Trusted Service Award 2019, given for delivering outstanding customer service, based on customer feedback and reviews.