Regional insurer Great Eastern has unveiled its new brand purpose of being a partner and enabler of its customers’ ambitions and aspirations, in conjunction with its 114th anniversary.
This comprehensive brand refresh stems from extensive research involving more than 2,000 consumers across Singapore, Malaysia and Indonesia done over the last two years. Among the key insights that surfaced was a fresh wave of optimism from consumers emerging from the pandemic, valuing an insurance partner that truly understands their needs and ambitions, who is able to provide tailored advisory and solutions to enable their financial aspirations.
Colin Chan, Managing Director, Group Marketing, Great Eastern, said: “Putting our customers at the heart of all that we do at Great Eastern has been integral to our success for the past 114 years. In 2020 in the midst of the Covid-19 pandemic, we rallied our customers to live Lifeproof, encouraging them to be resilient and optimistic in the face of adversity.
“At the same time, we kick-started extensive research across our key markets to better understand consumer expectations of their insurance partner, and specifically from Great Eastern as their insurer of choice. Findings from our research pointed towards the enablement of goals with consumers expressing the desire for us to help them in the pursuit of their financial goals and aspirations. This heightened consciousness about the need for financial wellness has been further accelerated as we move out of COVID-19 into a more endemic state of pandemic living.”
Reach for Great
“Reach for Great” underpins Great Eastern’s ongoing journey of enhancing customer centricity which has been supported by the strategic investments in digital transformation efforts.
To signal this new brand positioning to customers, Great Eastern has also developed a new visual identity with a distinctive new headline typeface, colour strategy and illustration style added to its brand palette. Taking reference from Great Eastern’s first brand logo in the 1900s, the new visuals sport a heritage crest to reflect its establishment as an inspiring and trusted insurance brand in the region. This new iconic and distinct treatment will be visible in all marketing material, which will be rolled out regionally across Singapore, Malaysia and Indonesia in the next few months.
To launch “Reach for Great” in a relevant and compelling way, Great Eastern unveiled a new campaign and brand film featuring consumer profiles across Singapore, Malaysia and Indonesia going about their unique pursuit of their own Greatness. The real-life stories across the region captures the vast diversity of consumer’s goals and ambitions and shows how Great Eastern is able to help them Reach for Great through its combination of heritage, expertise and inspiration, as the brand that believes in empowering everyone to achieve their aspirations no matter how big or small.
Consumers can catch Great Eastern’s new brand campaign via free-to-air television, digital and social media, website and out-of-home advertising across its key markets, and interact with the brand as it rolls out a slew of product initiatives, rewards and promotions from September onwards to delight customers.
Mr Chan added: “This refresh elevates our continuing and unique value proposition as a composite insurer to empower everyone to Reach for Great regardless of their aspirations, life-stage or socio-economic status. We believe that Great is for everyone, and that Greatness comes in many forms. Through the authentic stories of the people filmed in our brand film, we are that insurer of choice that will be there for life, to enable our customers to achieve their goals and #ReachforGreat.”
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