FWD Life Insurance Plc. (FWD Insurance) has built on the insight around the growth of “micro-communities”, groups of people brought together by shared interests and lifestyles, to develop a new brand campaign. The company is also continuing its use of personalized communication to connect with people in a way that reflects their individuality.
The campaign concept was developed from YouGov data highlighting the rise of micro-communities, or small groups formed around shared interests and lifestyles such as music, exercise and travel. This aligns with FWD Insurance’s collaboration with Human Lab, a human insight specialist, which found that people are increasingly defining themselves through their interests and lifestyles. This insight became the starting point for the “Live the way you like” campaign, reflecting the idea that although people may be different, they can still connect through things that hold shared meaning. FWD Insurance is ready to support everyone in living fully as themselves, without worry, because FWD has got their backs.
Ms. Pavarisa Chumvigrant, Chief Marketing Officer of FWD Life Insurance Plc., said: “What has continuously driven FWD Insurance is the concept of ‘Always Evolving’, which we use as a framework for developing our brand and marketing to keep pace with changing consumer behavior. Data-driven insights are an important foundation that helps us gain a deeper understanding of people’s needs and design communication that is meaningful, distinctive and precisely targeted.
One key insight reflecting the shift in today’s consumer behavior is the growth of the micro-communities trend, which shows that people increasingly choose to define themselves through specific interests and lifestyles. We have built on this insight through the ‘Live the way you like’ campaign, using personalized communication that we have continued to develop in order to connect with people in a way that reflects who they are. At the same time, the campaign reinforces FWD Insurance’s role in supporting everyone to live fully as themselves, without worry, because FWD has got their backs.”
The campaign tells its story through three lifestyle-based micro-communities: artist fan communities, made up of fanboys and fangirls united by their passion for their favorite artists; pet lovers, who value emotional bonds with their pets and care for them as family members; and health-conscious consumers, who embrace self-care through activities such as drinking matcha and joining Morning Rave events. Presented through an online video, the campaign portrays people who may appear different on the surface but are able to connect and coexist through shared interests, highlighting how interests and lifestyles can become meaningful bridges that bring people closer together.
FWD Insurance is also extending the campaign concept into a range of content formats aligned with consumers’ current interests and lifestyles, including food, travel and fashion, allowing the brand to connect with people in everyday life.
The campaign reflects FWD Insurance’s intention to be a brand that understands individuality and supports everyone in living fully and confidently, without worry, because FWD has got their backs. That allows them to embrace the concept of “Live the way you like”.
