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DirectAsia.com mocks heavyweights in latest advertisement campaign

By PetrolHead on 23 May 2012

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We have come across advertisements like the one above, from insurance or real estate companies in our local tabloids. Usually there is a picture with rows of agents whom are smiling and celebrating their success with the most business and obviously earning a large sum for commission. Visually similar to your annual school yearbook.

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Online insurance company DirectAsia.com has done the exact opposite.

For its latest advertising campaign, they have featured happy customers, instead of agents in their spoof ads, with the phrase, "Insurance companies today seem to have a lot of happy agents. Quite frankly, we'd rather have happy customers.”

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No doubt it is cheeky and bold and is meant to be a light-hearted dig at recent advertising campaigns. The words, “No middlemen, no agency commissions,” in a casual font face, sees the advert hitting back at the heavy weights, albeit in a lighter tone.

Simon Birch, CEO of DirectAsia.com commented, "This is meant as a playful dig at the insurance companies who are celebrating the success of their agents when we feel they should in fact be celebrating their customers. We're here to change the face of insurance in Singapore and that includes making a stand when it comes to our advertising campaigns. We know this will be seen as a controversial move but we're not afraid to be bold, bright and direct."

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Written by PetrolHead
A passionate motoring enthusiast since little, Akram's articles gives alternative insights on the latest motoring news.

  • 1
Pocus May 23 2012 05:58 PM
But I read in MCF that Directasia is very strict on modifications. Even a simple solar film will revoke, not to mention the standard but still legal stuff done to the intake and exhaust of the car. Can any Directasia folks confirm on this claim?

If it's true, smiling now? Yes, smiling after trying to claim? Maybe not...
Directasia May 25 2012 03:44 PM
Hi Pocus, actually we don't revoke someone with simple solar film fitted. We do cover cars that have LTA approved modifications done to them, unlike Aviva. We don't pay for the modified parts in the event of a claim, but we do cover the car and pay for damage to the rest of the car. Of course if a solar film was fitted as standard by a manufacturer then we would cover and pay for that. I hope that helps ...
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