Great Eastern, a multinational finance and insurance corporation, has launched a regional campaign that addresses the immense pressures of parenthood, specifically in the Asian context. Partnering with creative agency BLKJ Havas, the campaign addresses the unrealistic standards that Asian parents often hold themselves to and urges them to embrace the natural imperfections of parenting.
The campaign is rolled out via film, social media, and OOH assets across Singapore, Malaysia, Indonesia, and Brunei. Joji Jacob, co-founder of BLKJ Havas, speaks on the sentiment behind the campaign, “Being an Asian parent is tougher because we hold ourselves up to unrealistic standards. We don’t have to be perfect parents to do right by our kids.”
One of the campaign’s major components is a heartfelt 60-second film that serves as a love letter to Asian parents. It begins with a simple scene of a child enjoying ice cream, with the parent’s voice-over expressing guilt over letting their child have too much. The narrative progresses through several such instances where parents second-guess their choices, culminating in an empowering realization, “So what?”. The overarching message is clear – “Great parenting doesn’t need perfection. It just needs a little help.”
The campaign aims to remind parents that it’s okay to fall short sometimes and that seeking help doesn’t signify failure. Great Eastern assures that with their well-thought-out plans designed for every stage of a child’s life, parents can have the breathing space they need and the financial guidance to protect their families and fulfil their aspirations.
Keith Chia, the head of group brand and marketing of Great Eastern, emphasizes the company’s commitment to its customers. “We understand and empathize with the pressures modern parenting places on our customers, and we’re here to partner with them through their parenting journey.”
Great Eastern Singapore, in its commitment to imperfect parenting, has also launched a parenting blooper contest on Instagram under #ParentingBloopers, with more contests to be announced soon.
Also Read: Embracing Differences: SG Enable’s ‘UnAwkward’ Campaign Breaks Down Social Barriers for the Differently Abled
This campaign is part of Great Eastern’s broader brand refresh following an extensive study involving over 2000 consumers across Singapore, Malaysia, and Indonesia. The new brand positioning is encapsulated in the tagline “Reach for Great”, which underlines the company’s journey towards enhancing customer centricity. This rebranding includes a distinctive new headline typeface, color strategy, and illustration style that harks back to Great Eastern’s first brand logo in the 1900s, highlighting its trusted status in the insurance sector.
(Source: marketing-interactive)
