Direct Asia

Challenge: Launching the first online insurance across markets in Asia, the challenge was to educate people about online insurance, build brand awareness and communicate the ‘best price guarantee’ benefit from DirectAsia.com. Education and confidence were key to interest as is the 30% lower cost and superior service.

Solution: After a series of tactical promotions, DirectAsia.com asked Alchemy to accelerate the brand to a new level. The Alchemy team came up with a character that best represented the values of DirectAsia.com – Robin Hood. Robin Hood is a well understood character that always put ‘the people first’. We added new layers to his character, making him modern, fun and engaging, reflecting the DirectAsia.com brand and its bold, bright, and direct personality.

Results: Robin Hood is a ready made and understood property that avoids the expensive and time consuming task of building a fresh brand property from scratch. The character was put into TVCs, print ads, and other digital engagement. Commercial result has way exceeded expectation.
Client Testimonial: “We asked Alchemy to accelerate our brand and accelerate it they did. The Alchemy team quickly understood our business, our brand, our values and magically brought them to life in a new and very effective, big creative idea. Spot on! Sales have soared.” Nicolas Faquet, CFO, Direct Asia

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