Here’s some news from Singapore, where Budget Direct Insurance, are 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.
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.