FWD Life Insurance Plc. (FWD Insurance) continues its strategic brand communications journey with the launch of its new brand campaign, “Be unique, together,” aimed at reinforcing the company’s deep understanding of its target audiences. The campaign, which translates to “Different styles, same life together,” leverages a Hidden Segment strategy that delves deeply into people’s personal lifestyles, emotional states, and distinctive behaviors. FWD Insurance creatively integrates generative AI to develop Figure Characters that bring these insights to life, showcasing diverse individuals and lifestyles that coexist seamlessly. This campaign reflects FWD Insurance’s core mission of changing the way people feel about insurance.
Findings from The Future 100 by VML Intelligence and Future Consumer 2026 by WGSN indicate that the new generation of consumers, particularly Gen Z, increasingly values emotional understanding—74% prefer brands that “understand how they feel,” and 68% expect personalized communication. Recognizing this shift in consumer behavior, FWD Insurance crafted a brand communication strategy designed to leave a lasting impression, utilizing the Hidden Segment approach to explore behavioral data, emotional context, and lifestyle-specific insights of each individual.
These diverse insights identified through the Hidden Segment study were transformed into relatable storytelling moments for the “Be unique, together” campaign. The campaign highlights everyday life situations shared with others—moments where different personalities and habits play out, yet people still live and thrive together. For instance, a group BBQ with coworkers may feature “The Foodie-in-Charge,” “The Flame Boss,” “The Clean Plate Champ,” or “The Pay-Now, Ask-Later Type.” Likewise, road trips with close friends often reveal “The Wheel Wizard,” “The Human GPS,” “The Power Nap Pro,” and “The Vibe Curator.” Despite these distinct traits, all come together in unison to celebrate living.
“We want to continuously connect our brand with our target audiences. This time, we sought a communication strategy that would enable our brand to truly reside in the hearts of our audience. Through the Hidden Segment approach, we uncovered deeper storytelling angles by understanding people in various shared-life moments—be it with family or friends during trips, parties, or concerts. What makes this campaign new and unique for FWD Insurance is our use of generative AI to create Figure Characters instead of using real individuals. This opens up space for everyone to ‘see themselves’ in the characters without limitation—allowing them to visualize themselves in shared moments regardless of appearance and feel truly understood by the brand,” said Ms. Pavarisa Chumvigrant, Chief Marketing Officer of FWD Life Insurance Plc.
To further enhance the campaign’s reach, FWD Insurance is also collaborating with a wide range of KOLs who actively engage in lifestyles involving shared experiences—whether it’s food, travel, or shopping. These KOLs help extend the campaign’s narrative by highlighting various personality roles in relatable ways, expanding the brand’s visibility and resonance.
“For this brand campaign, we took the time to deepen our understanding of our audience and identified Hidden Segments that reflect individuality. We used these insights to shape a communication approach that reflects FWD Insurance’s distinctive brand personality—relatable, empathetic, attentive, and impactful. We aim to be the brand that lives in our audience’s hearts and is top-of-mind. Generative AI also plays a key role in our creative process, helping us enhance efficiency and transform imagination into tangible content that connects with our segments. We remain committed to elevating brand-building in the life insurance industry and strengthening FWD Insurance for the long term,” Ms. Pavarisa concluded.
