SINGAPORE, June 20, 2017 /PRNewswire/ -- Nearly half a million motorists woke this morning to discover they'd been slapped with a 'parking summons'.
Panic quickly turned to relief, however, when car and motorcycle owners realised they'd been pranked with a fake parking fine.
The stunt was part of a major marketing campaign by new online insurer Budget Direct Insurance.
It is believed to be the first time a marketing ploy on such a scale has been attempted in Singapore. Named Operation National Summons, it was planned with military style precision.
Around a 300-strong team was deployed at car parks across the island. Working throughout the night, moving around like 'summon aunties' in a tightly coordinated operation to cover some 2,000 car parks.
Simon Birch, CEO of Budget Direct Insurance, said he wanted the campaign to be different to the usual traditional insurance advertising tactics. "We wanted to do something that hadn't been attempted in Singapore before. A stunt that had humour, was cost-effective and would get people's attention. So we brought our message directly to our target customer."
He added: "It couldn't be a flyer, we wanted to make sure people read it. It looks like a summons, so you're going to take notice. Your heart is going to skip a beat when you think you've got a fine but all ends well."
The aim of the campaign is to highlight the insurer's promotion of 'Pay Less or get $100'. If motorists get a cheaper quote elsewhere for their car insurance renewal, then Budget Direct Insurance will pay them $100, even if they don't buy.
Motorists also got a free breakfast thrown into the bargain with the redemption of their 'parking ticket.'
Luke Tay, Creative Partner of Co:hort Communications, who helped create the stunt said the scale of the project was unprecedented and took many months of planning. He added: "Using parking summons is a direct and relevant way to reach out to motorists. Combined with the chance to save $100, it makes a compelling offer."
In a competitive market, Simon Birch, CEO, recognises insurers have to work harder and smarter than ever before.
He added: "Insurers are having to get more creative with their advertising message and its delivery. We have exciting plans in the pipeline. But at the end of the day, it comes down to price, quality of your product and service. Customers save money with us because we don't pay any agent fees or cover risky drivers. We make use of the latest technology and invest in our customer service and claims people who are all based in Singapore. These are the things we'll win on."
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NOTES TO THE EDITOR
Budget Direct Insurance proves Cheap CAN be good!
Budget Direct Insurance is focused on delivering car, motorcycle and travel insurance cover with a great value proposition, easier, faster and with significant savings on premiums. A customer can get a quote in 30 seconds, one of the fastest in Singapore.
Simon Birch, CEO of Budget Direct Insurance, said he's keen to demystify insurance and the misconception that 'insurance is complicated'.
He said: "Car insurance is based on known facts; everyone knows what sort of car they own, how they use it and who else uses it; add any additional extras that they need, and they're done – with the ability to buy a policy in 10 minutes or less. There is nothing complicated about car insurance which makes it the perfect online purchase.
"Going direct means you can pay less for quality insurance without additional agency or broker fees. We never compromise on quality of cover or service."
How does it work?
Budget Direct Insurance starts with a quality base cover; customers can then choose as few or as many of the ten (10) optional covers based on how they use their car, including:
- 24 Hours Roadside Assistance
- Take your car to the workshop of your choice
- Include Personal Accident Insurance
- No Claim Discount Protector
About Budget Direct Insurance
Budget Direct Insurance is the trading name of Auto & General Insurance (Singapore) Pte. Limited, which is licensed by the Monetary Authority of Singapore, and bound by the regulations and requirements for insurers.
Budget Direct Insurance was built as a digital start-up here in Singapore, and it is part of BHL Holdings Limited and its subsidiaries ("BHL Group"), a privately owned, global group of companies whose principle businesses are insurance underwriting, direct insurance distribution, broking and related services and online comparison.
The BHL Group provides insurance solutions to millions of policyholders across several countries. The BHL Group includes one of the largest direct personal lines insurers in South Africa, one of the largest personal lines intermediaries in the United Kingdom and the Budget Direct brand in Australia.