Leo Burnett Bangkok has released a new humorous campaign for Thailand insurance brokers TQM. TQM is the largest and oldest insurance broker in Thailand, however most people today don’… read moret trust brokers. So, ‘trust’ became the most important aspect TQM needed to address, especially when the company’s primary sales channel is through telephone sales. People usually reject calls from telephone sales calls, so this communication had to reduce this bias. In addition, because people don’t trust advertising, Leo Burnett Bangkok decided to use an anti-advertising approach for this campaign by revealing all the facts that people want to know with our ”Frank Talk” online ad. The campaign stars one of TQM’s real employees who talks openly about who TQM is and what he is here to sell. Through honesty he tells the audience about what his company can do to help them. The aim is to leave consumers with the feeling that TQM is a group of real people trying to do their best, to provide good services and the best benefits to their customers.
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