Singapore's Budget Direct Insurance Stages Grand Scale 'Giveaway' To Promote Expansion

Budget Direct Insurance picked an unusual way to promote the expansion of its online insurance in Singapore. It put envelopes with the equivalent of Singapore $10 towards their initial payments for the service, on the windows of parked cars everywhere.

Budget Direct Insurance takes direct marketing to the windshields of Singapore drivers. Photo: Budget Direct Insurance Singapore

Budget Direct Insurance takes direct marketing to the windshields of Singapore drivers. Photo: Budget Direct Insurance Singapore

On a scale rarely seen in Singapore, teams are being deployed on the streets in the middle of the night to deliver the red packets.

Throughout the week, the "ang baos" from Budget Direct Insurance will be delivered to approximately 2,000 carparks right across the island. Singaporemotorists are being urged to keep a look-out.

This is the latest guerilla marketing campaign from the ambitious online insurer and includes millions of dollars of cash up for grabs.

To redeem their $10 cash "ang bao", motorists must register their vehicle details with the online insurer. They don't need to buy anything. So, what's the catch?

There is none, according to Budget Direct Insurance. They'll each get $10cash if they qualify, whether or not they buy any insurance from Budget Direct Insurance. It's a 'no strings attached' promo, says the online insurer.

In fact, anyone, including those who don't own a car or motorcycle, can benefit. The marketing drive includes a generous Refer-a-Friend offer for anyone, vehicle owner or not, being eligible to receive a cash ang bao of up to $88 if they refer people who successfully register their vehicles under this campaign. It is a daring move that the insurance company hopes will give it direct access to more motorists in Singapore.

The initiative comes hot on the heels of the insurer's previous marketing stunts which includes a flyer inspired by a "parking summon" that went viral. This was followed by a campaign in which "NETS FlashPay cards" were delivered to more than half a million vehicles in carparks across the island.

Simon Birch, CEO of Budget Direct Insurance, believes his company's cash offerings are a real draw to Singaporeans. While at the same time, he says, the insurer's stunts have captured the imagination of the motoring community.

Birch said: "We're an insurer that likes to do things differently. From our stunts to our promotions, what we do isn't being done anywhere else in Singapore on such a scale. We are keen to shake up the insurance industry here. Not just in terms of our marketing but in terms of how we do insurance. We believe motorists don't need to be paying such high premiums and we need to get that message out. Insurance can be cheap and good. You can get low-cost insurance plans without cutting corners on the cover you want or the service you deserve. Our marketing campaigns are helping us to get the word out."

During registration for the free ang bao campaign, motorists can receive a quick quote on their car and motorcycle insurance.  And for car owners, this means yet another opportunity to claim some extra cash. If a motorist's car insurance renewal quote from their current insurer is cheaper than a quote from Budget Direct Insurance for the same level of cover, they'll get $100. And there's no need to buy anything from them. Terms and conditions apply, of course. 

Co:Horts Communications is the creative company supporting Budget Direct Insurance. Its Creative Partner, Luke Tay, said:

"Following the success of our previous campaigns, we decided to up the stakes this Chinese New Year. Our auspicious Ang Baos show Budget Direct Insurance's commitment to helping motorists save on car and motorcycle insurance."

About Budget Direct Insurance

Budget Direct Insurance is the trading name of Auto & General Insurance (Singapore) Pte. Limited, which is licensed by the Monetary Authority of Singapore, and bound by the regulations and requirements for insurers.

Budget Direct Insurance was built as a digital start-up here in Singapore, and it is part of BHL Holdings Limited ("BHL Group"), a privately owned, global group of companies whose principal businesses are engaged in insurance underwriting, direct insurance distribution, brokering and related services, online comparison and property development.

The BHL Group provides insurance solutions to millions of policyholders across several countries. The BHL Group includes one of the largest direct personal lines insurers in South Africa, one of the largest personal lines intermediaries in the United Kingdom and the Budget Direct brand in Australia.