FWD Life Insurance PLC, in collaboration with Siam Commercial Bank (SCB), proudly reaffirms its success in developing pioneering life insurance products and marketing campaigns that focus on reaching and understanding customers across generations.
The campaign for the “Pra Gun Support Took Wai*” savings insurance, a hyper-personalised savings insurance product, received three prestigious awards at the Adman Awards & Symposium 2025. These include one Silver Award in the Best Use of Direct category (sub-category Use of Personalised Campaigns) and two Bronze Awards in the Media category (sub-categories Use of Media Strategy and Use of Data).
Mr. Chanvit Rungruanglada, Executive Vice President of SCB’s Insurance Product Division, and Ms. Indira Chitranukroh, Executive Vice President and Head of Marketing at SCB, along with Ms. Pavarisa Chumvigrant, Chief Marketing Officer at FWD Life Insurance, and representatives from Market Communications Co., Ltd., the advertising agency, were present to receive the awards recently.
The “Pra Gun Support Took Wai” savings insurance campaign created a groundbreaking marketing experience by producing 88 unique video versions, representing 88 different financial needs of Thai people from 1 day old to 88 years old. The campaign used AI-generated visuals based on real customer data, combined with a generation-targeted advertising strategy to ensure that viewers in each age group were shown the version that matched their life stage and needs. This approach exemplifies true hyper-personalisation.
Recognising the evolving needs of consumers in the digital age, FWD Insurance and SCB have moved beyond traditional segmentation toward delivering products and services tailored to the specific and individual needs of each customer. This hyper-personalised approach contributed to the campaign’s achievement of three esteemed awards from the Adman Awards & Symposium 2025, one of Thailand’s most prestigious advertising platforms, comprising:
- Silver Award – Best Use of Direct (Use of Personalised Campaigns)
- Bronze Award – Media (Use of Media Strategy)
- Bronze Award – Media (Use of Data)
Adman Awards & Symposium 2025 stated that the “Pra Gun Support Took Wai*” campaign demonstrates all the hallmarks of a personalised campaign — a dynamic communication approach built on consumer data and insights, with content and propositions automatically tailored to each individual.
The campaign also showcases robust media strategy through the use of behavioural and needs-based insights to guide media planning, ensuring alignment with business objectives, marketing goals, and brand positioning.
Finally, the campaign highlights effective data utilisation by demonstrating how creative use of data enhances targeting precision, supports programmatic optimisation, and provides quantitative insights that refine audience targeting, brand messaging, and channel selection.
Explore the story of 88 videos connecting 88 life stages with tailored insurance coverage here: https://www.scb.co.th/th/personal-banking/insurance/savings-insurance/support-took-wai
*Coverage from age 1 day to 88 years
