BANGKOK, THAILAND – Due to the outbreak of Covid-19, people started to pay attention to health insurance as they need something to help assure their safety and financial stability. If they are sick or are infected, yet still have some money to spend or something to compensate their loss, that would ideal for them.
TIPCO will change all the perception about the same old way of fruit juice benefits telling and was the first fruit juice brand that will be health insurance for the consumers at a better price than any insurances.
Brief: The objective is to convince consumers to believe in product benefit as Tipco fruit juice contains high vitamin C that can help strengthen the immune system in our body, and also to increase sales during the time of Covid-19
Challenge: Consumers are not interested in fruit juice products because there are many choices that offer similar benefits. The cliche communication that emphasizes the benefits of fruit juices which has already become the norms of communication message of this product category. Therefore, our mission was to differentiate the products and to make the key message outstanding so that fruit juice would become top of mind for the consumers when they think of healthcare during Covid-19 and moving forward.
Solution: Since the New Normal behavior erupted, Thai people pay more attention to their health which leads to higher health insurance purchase intention. We then brought TIPCO into the picture to be one of the choice for the consumers.
And this is the FIRST time that fruits from across Thailand will be brought together to protect Thai people’s health as a ‘NEW FORM OF INSURANCE’ which is effective since the first sip! It is an investment that is most value for money and pays back the dividends in form of good health in a long term as the daily insurance premium starts only at 18THB/Day. The insurance is guaranteed with the fruit juice that has been through the cleanest process as we want everyone to believe in the value of fruit juice like Tipco always does.
The revolutionary of Tipco’s communication drive awareness and purchase intention from people in social spaces as they start believing in the value of Tipco’s fruit juice.
Agency: Brilliant & Million (Digital Agency of Publicis Groupe Thailand)