FWD Insurance: Look What New Can Do

Singapore is already an over insured company with where the insurance industry is crowded. So, to launch a new insurance company - FWD as an unknown player entering a market dominated by established names, we had an uphill battle winning people’s trust. While insurance brands continued communicating ‘trust’, people had moved on to a point where trust had become a mere hygiene factor. We transformed ‘Newness’ from our biggest disadvantage to our greatest advantage.