FWD Life Insurance Plc. ("FWD Insurance") continues to innovate in brand communication, now integrating generative AI technology to create content that embodies the power of the "hug," a universal symbol of encouragement and affection. The "Hug to celebrate living together" campaign, featuring images, videos, and music, highlights the emotional significance of a hug and encourages the sharing of positive energy with those around us, helping people live life to the fullest.
Ms. Pavarisa Chumvigrant, Chief Marketing Officer of FWD Life Insurance Plc., said, At FWD Insurance, we are driven by a 'Digital by designed' approach, incorporating technology across all aspects of our operations. By blending innovation with strategic marketing, we deliver a distinct brand experience, from product development to customer service and brand communication. Leveraging digital technology allows us to engage with consumers quickly and meaningfully, creating stronger connections. Specifically, using generative AI helps us craft impactful content and campaigns that resonate deeply with our audience. Campaigns like 'Save summer,' which encouraged people to embrace life during the summer, and 'You're our pride, we're proud,' celebrating Pride Month and the LGBTQIAN+ community, reflect our commitment to helping people live life on their own terms."
This October, we are launching the "Hug to celebrate living together" campaign, aimed at spreading positive energy to inspire everyone to live life to the fullest. This campaign taps into the emotional and psychological needs of consumers, addressing life's challenges by making the simple act of hugging a powerful symbol of love, support, and care. A hug not only strengthens relationships but also passes on positivity, inspiring people to embrace life fully. The campaign, powered by generative AI, includes a variety of content?images, videos, and music?and features collaborations with a diverse group of KOLs, including mother-child duos, close friends, siblings, and pet parents, all sharing the uplifting power of a hug.
"Hugging": More than just an expression of love, it's a "magical force" for well-being
According to the Science Center for Education, hugging is a "power" in itself. When we feel tired, disheartened, or sad, a heartfelt hug from a loved one can recharge our spirits. Research also shows that a 10-second hug* can alleviate feelings of fatigue, while a 20-second** hug helps reduce stress, lower blood pressure, relax muscles, and boost self-confidence. This makes hugging a truly "magical force" that strengthens both physical and emotional well-being.
"At FWD Insurance, we are committed to building a distinctive and creative brand identity, with innovation at the heart of our marketing efforts. We invite everyone to join us in spreading encouragement and positivity through the simple yet powerful act of hugging. You are welcome to explore our video campaign, '#HugToCelebrateLivingTogether,' available online today," concluded Ms. Pavarisa.
Sources
* https://sciplanet.org/content/9754
**How Do Hugs Make You Feel? 11 Benefits of a Proper Deep Hug (medicinenet.com)