‘Insurance that sees the heart in everything’ to communicate the MSIG spirit of going above and beyond for its customers
Kuala Lumpur, 26 November 2012 --- MSIG Insurance (Malaysia) Bhd (“MSIG Malaysia”) , one of the largest general insurance companies in Malaysia and the leader in fire and marine insurance, has launched a new brand campaign that is also being rolled out across Asia; in Indonesia, Singapore, Hong Kong and Thailand.
In a sector that traditionally focuses on short-term protection of objects and risks, the new regional campaign aims to enhance the presence of MSIG subsidiaries in the markets they operate by reinforcing their commitment to active and sincere service, building long-term relationships, and developing a stronger emotional connection between their customers and their insurance solutions.
According to Mr Chua Seck Guan, Chief Executive Officer, MSIG Insurance (Malaysia) Bhd the ‘insurance that sees the heart in everything’ message communicates the MSIG spirit of going above and beyond as the company understands the basic, emotional motivation behind every general insurance purchase.
“The MSIG group’s market research found that while customers perceive general insurance as short-term in nature, they also feel insurance companies cannot see beyond industry norms.
“Customers want to feel that what they insure is valued by their general insurer and to show empathy when meeting and servicing their needs.
“’Seeing the heart in everything’ reflects MSIG’s philosophy and spirit of ‘going above and beyond’ for our customers, to seek and understand the motivation behind their purchase of general insurance and to view what is insured with us, not merely as objects, but a representation of the emotions and aspirations of our customers.
“In the same vein, ‘seeing the heart in everything’ reinforces MSIG’s message that our customers are at the heart of all that we do.”
The integrated campaign will see print, television, outdoor and digital advertising kick off in the five Asian markets between now and the first half of 2013.
About MSIG Insurance (Malaysia) Bhd
MSIG Insurance (Malaysia) Bhd (“MSIG Malaysia”) is a subsidiary of Mitsui Sumitomo Insurance Company, Limited and a member of MS&AD Insurance Group Holding, Inc. (“MS&AD”), one of largest general insurance groups in the world. Headquartered in Kuala Lumpur, MSIG Malaysia is backed by more than 100 years of experience in general insurance and has a network of 20 branches nationwide.
About the MSIG Group
Combining global and local best practices, the core subsidiaries and affiliates of MSIG Holdings (Asia) Pte Ltd (MSIG”) across ASEAN and Hong Kong have been providing general insurance solutions for more than 100 years. As an established leading insurer with a long-term perspective, MSIG aims to offer insurance solutions that are effective, efficient and simple to understand; delivered with active and sincere service. MSIG is backed by the solid foundation and rich heritage of Mitsui Sumitomo Insurance Company, Limited, an established insurer that has received strong financial ratings from leading rating agencies including Standard & Poor’s and Moody’s.
