Singapore Insurance companies do battle
Whilst most insurance companies give away petrol and shopping vouchers, Budget Direct Insurance has gone one step further. They’re giving away hard cash…to motorists who haven’t even bought their insurance.
In an increasingly competitive market, insurance companies in Singapore are being forced to dream up more elaborate ways to get customers’ attention.
And the latest ploy from Budget Direct Insurance Singapore involves the targeting of nearly half a million motorists in just one night.
Nearly 500,000 motorists woke this morning to find a “cashcard” on their windscreen, giving details on how to redeem an actual one with up to $10 credit. Motorcyclists get up to $6 on their NETS FlashPay card.
Car and motorcycle owners get to spend this ”cash” as they like. The catch? There is none, according to Budget Direct Insurance. There’s no need to buy insurance from them. Instead they ask that vehicle owners register their details with them. It’s a ‘no strings attached’ promo, says the online insurer.
The major guerilla marketing campaign comes hot on the heels of the insurer’s previous marketing stunt in which around half a million motorists were issued with “parking summons” inspired marketing flyers. The campaign was a big success setting the internet on fire and hitting the headlines, leading to heated debates on national radio.
While this latest marketing drive is less controversial, the hope is that it will still capture the imagination of Singapore car and motorcycle owners.
Simon Birch, CEO of Budget Direct Insurance, said: “Competition between insurers is really hotting up and it’s a lot of fun dreaming up these large-scale and groundbreaking marketing stunts. Our last stunt was a huge success. This time we’ve taken a softer approach but we believe it will be equally effective. Who doesn’t want to receive “cash”? And we wanted to do it on a massive scale again to maximise the impact. We’re very happy to be spreading a bit of joy around Singapore. And hopefully more Singapore car and motorcycle owners will get a quote from us at the same time and see how much they can save!”
Running alongside the campaign is the insurer’s promotion of “Pay less or get $100”. If motorists find that their own car insurance renewal quote is cheaper than a quote from Budget Direct Insurance for the same level of cover, they’ll get $100*. And there’s no need to buy.
Luke Tay from Co:Horts Communications, is the creative agency behind the cashcard campaign. He said: “Our last campaign created a splash in the market that set the social pages alight. We wanted to do the same again and highlight to the public, in a clear and direct way, what Budget Direct Insurance do best; offer great insurance while making sure more money stays in your pocket.”
*Full details at www.budgetdirect.com.sg/get100. Terms and conditions apply