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Rebranding Campaign of Union Assurance

Client

Union Assurance PLC

Market

Sri Lanka

Positive Provocation

We used a 6s loading video and an attention-grabbing activation of the #CriclesEverywhere campaign to make the entire country talk about UA brand re-launch.

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Our
approach
01.
Challenge

Union Assurance Life, a top life insurance company in Sri Lanka, was gearing up to relaunch its corporate image.

UAL reached out to Wavemaker to help them achieve a very specific objective: develop a media strategy to promote their rebranding commercial while generating maximum reach and creating high brand recall as well as create awareness of the relaunch.

But, more specifically, they wanted Sri Lankans to recognize their new branding and to be associated with UAL.

02.
Insight+Strategy

The campaign was scheduled to launch during the country’s general election. After analysing the media consumption behaviour of past general elections, we identified a significant increase in overall media consumption, especially in news content. This would create an advertising frenzy, caused by floods of election propaganda and opportunistic advertisers. The resulting media cutter would dilute commercial effectiveness while increasing advertising costs.

So how do we promote an awareness commercial during the highest media clutter season in the country? WE DON’T!

Instead, we developed a 6s video of their new Orange Circular logo rotating in a loop, to resemble a loading icon. And we placed that video at every available media touchpoint, hijacking election media clutter and taking over every digital screen, TV, digital billboard and more before launching the commercial. The disruptive campaign got the entire country’s attention, with a trending hashtag #CirclesEverywhere

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03.
Activation

On TV, every primetime commercial was tagged with the circles everywhere video. Several takeovers were done with the circle video playing in between every commercial on Billboards and a front-page takeover on Print. On Ground, selfie booths with circles were placed at numerous locations and circles were projected onto landmark buildings leaving everyone intrigued as to what it was.

On Digital, took-over all top digital ad placements to ensure that a user would see circles everywhere. From YouTube bumpers, Dynamic bumpers (with contextually relevant messaging), Facebook and Instagram video and stories ads, Dynamic Display ads, crossposting on top FB pages, embedded video ads on news & community pages on FB and on-ground updates from Influencers & community pages captured the attention of a digitally active user anywhere. Furthermore, we also created a custom UGC portal.

Results

With the integrated media plan, we reached more than 90% of the total TG and gained 32M+ viewable impression on Digital alone.

135M+
Digital Impressions
90%+
TG Reach
128M+
Online Watch Time

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