Additional Information


Content

Greater China: Skandia in first pitch to take on rivals in China

BEIJING: Life insurance company Skandia-BSAM has launched its first advertising campaign in China following its January launch in Beijing.

Share this article

Although Skandia, the JV's European partner, favours below-the-line for its marketing promotions, the company has opted for an above-the- line approach in China, where it is relatively unknown. It also uses a different business model than rivals, selling through banks and brokerages rather than agents.

"In other parts of the world they are well known with a long history," explained Andrew Lee, Greater China chairman for TBWA, the creative agency.

"They are unknown in China and what they are doing is very different to other insurance companies."

TBWA, which nabbed the business in a pitch against Hakuhodo and a local agency, initiated Skandia-BSAM's profile raising with outdoor ads on transport routes running through Beijing's financial district, the location of its sellers and future customers.

The outdoor ads will be followed with print and below-the-line work.

The ads, on buses, bus shelters and the MTR, convey various messages based on the idea that Skandia knows and looks after its customers, using the phrase 'your world' as a motif. "The theme is Skandia is the expert and guardian of your world," Lee explained.

This article was first published on Media Asia

More about

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

RETAIL THERAPY External website

by Jonathan Staines, 22/10/2014

 

Sky hi-fi External website

by Greg Taylor, 22/10/2014

 

We need new news External website

by Grace Regan, 22/10/2014

 

5 tips for a cross-device Christmas External website

by Nimeshh Patel, 22/10/2014

 

Back to top ^