FWD Insurance initiates its brand building innovation by changing the way they communicate with customers through their Brand Experience. Creating brand recognition through Brand experience activities under the concept of 'Experiences of Celebrate living' by inserting its brand into customers' daily lives with "5 sensory". In the first quarter of 2022, FWD Insurance has collaborated with partners that are leaders in different lifestyles: Drop By Dough and The Alley, too create desserts and drinks that uniquely represent FWD Insurance. These desserts and drinks are delicious and different, so customers can Celebrate Living in everyday life.
Pavarisa Chumvigrant, Chief Branding and Communications Officer of FWD Insurance said "FWD Insurance has a clear brand vision of "Changing the way people feel about insurance", FWD's brand is new and different and inspires people to open up their minds and see the importance of insurance. We are the first insurance company that builds its brand differently through experiences that are tangible by inserting our brand into their daily lives. They can sense our brand, or what we call "Brand sensory", through sight, taste, smell, sound and touch. We are determined to not only make FWD Insurance just an insurance company, but also a part of people's lifestyle."
FWD Insurance has initiated its brand building innovation by creating brand recognition through Brand Experience activities that are fun, fresh and joyful. Since last year, FWD has been collaborating with leading lifestyle brands such as Guss Damn Good, a leading ice cream brand, creating a special ice cream: Yuzu flavour. This year, FWD has focused on building its Brand Experience under the concept of 'Experiences of Celebrate living'. FWD's Brand Experience strategy is divided into 3 parts:
- Celebrate happiness - by collaborating with lifestyle brands to develop product through 5 senses.
- Celebrate mental & physical wellbeing - through training and seminars that support mental & physical wellbeing, which are parts of 'celebrate living' in everyday life.
- Celebrate knowledge - by sharing products and service knowledge through gatherings in Insurance and Lifestyle events. Sharing something new, interesting and also reflecting FWD's identity.
In the first quarter of 2022, FWD is collaborating with Drop By Dough and The Alley, the leading dessert and drink brands who share the same brand approach in one of FWD's brand attributes, Innovation. They innovate brand by developing desserts and drinks that uniquely represent FWD, which are delicious and different. This goes hand in hand with how we encourage everyone to enjoy the simple little things such as enjoying eating good food in the Micro-moments of life. This is what everyone can do to Celebrate Living.
Narongrit Sritalanon and Chalermphol Akkarapinyokul, the founder of Drop by Dough said "The reason why Drop by Dough has collaborated with FWD insurance is that we see ourselves as a unique brand. The doughnuts we created are full of creativity with various tastes, which is the same as FWD's brand concept. We both want to create new, fun and different experiences for our customers. We have created 2 flavours of doughnuts with FWD Insurance, the first being Khanom Bueang, inspired by a Thai traditional dessert. Our Khanom Bueang doughnut is made with high quality ingredients: salted egg yolk custard topped with salty shredded coconut. The second flavour is a doughnut that is stuffed with two kinds of homemade marmalade, mandarin orange and yuzu orange, which has a sweet and tangy flavour in one bite, topped with orange meringue and biscuit bits."
Thamonwan Tangkaravakoon and Unawan Tangkaravakoon, Managing Director of Millary Company Limited, the owner of The Alley Thailand said "We see FWD Insurance as the brand to give positive vibes and encourage everyone to celebrate living, which can connect with our drink, Milk tea with tapioca pearls. The drink has become part of a lifestyle that makes people feel fresh and happy. This time, The Alley has collaborated with FWD Insurance to create 2 new drinks under the concept of 'It's time to Celebrate Living'. Sunrise Lemongrass, the drink that will make you start a new day with freshness. It's Jasmine green tea, a signature tea by the Alley, mixed with lemongrass, ginger and a vitamin C booster from freshly squeezed orange juice. Another drink is Orange Smoothie Cookie Pie, inspired by a cheesecake. It's made of orange juice and milk with The Alley's secret recipe to have a perfect sweet and tangy flavour drink mixed with Oreo cookies and orange pulp to create a unique and delicious taste. All the drinks by The Alley have been made with a meticulous process which made them unique and delicious."
FWD Insurance continues to apply its Brand Experience strategy to create new experiences for its customers by changing the way people feel about insurance and make the brand to be a part of its customers' way of life. In the future, FWD Insurance will create brand experiences in different ways to ideally make it a part of Thai peoples' lifestyle.