TDI Insurer Innovation Award - MSIG

1. Name of Category: The Digital Insurer – Insurer Innovation Award
Name of Client Organisation: MSIG Insurance (Hong Kong) Limited
Name of Campaign: 「三井住友MSIG」Mobile APP
Entry Details
MSIG leverages the latest technologies to offer the best user experience
possible to our customers with the innovative mobile app.

2. Entry Video
 Watch the video introducing the app「三井住友MSIG」
Scan the QR code below for the video!
https://youtu.be/LV3uswbaCw4

3. Challengedescriptions of market situation the business was operating in; descriptions of the
consumer challenge the mobile solution to address
Key Objectives:
As the capabilities of digital technologies evolve, customers have grown to expect new standards
of excellence. MSIG realizes digital innovation is the key to drive and improve customer
experience. Through the launch of 「三井住友MSIG」 mobile app, MSIG aims to shift short-term
contractual commitments to long-term trusting relationships, and ultimately profitability.
MSIG believes this innovative mobile app can eventually deliver greater customer service to
customers and also help its brand to stand out from all the other ones in the market.
Market Challenge:
1. Digital customer experience
Millennials are highly digital-savvy and demanding for frictionless, hassle-free and personalized user
experience which can be accessed securely anytime, anywhere. An ideal insurance app with great design,
engaging content and easy navigation can further enhance user experiences and increase app engagement.
2. Competitive pricing
Competitive pricing is the top loyalty driver for general insurance throughout the years. The rise of online
insurance comparison sites has certainly increased the transparency of price options that available in the
market, and thus, making acquisition and retention more difficult. To keep users and increase customer
engagement, essential loyalty elements must be included while developing a customer-centric mobile app.
Campaign Start Date: 25/6/2018 Campaign End Date: Ongoing
Target Audience: Existing Policies holders
and New customers
Budget (HKD): 1.3 M

4. Strategy
Core insight/idea:
Insurance is far more than just a transaction, it is a commitment for purchasing a Peace of Mind. MSIG
aims to develop a mobile app that provides support and care to customers through a pleasant, worry-free
and secured mobile experience. “Customer first” is the core value of the app to differentiate from other
brands.
Creative rationale:
(1) Strives for Excellence in Customer Service
To achieve the above-mentioned ultimate target in delivering excellent user experience
and services to customers, the mobile solution is designed to integrate policy application
and management, customer communication and coupon fulfilment into an all-in-one
platform. Customers can benefit from the streamlined mobile enrollment experience,
user-friendly interface and enhanced control of personal account on their own device
anytime, anywhere. Policy enrollment is then made easier, faster, and more secure.
MISG is focusing on earning the loyalty of customers by delivering compelling customer
proposition.
(2) Focus and Builds Customer Loyalty
MSIG focus on building loyalty of customers by delivering:
A. New business acquisition through excellent user-interface and latest technology
development on the mobile app
B. Encourage repeat purchases by equipping the solution of Member Loyalty &
Member-Get-Member program with irresistible rewards
descriptions of the mobile solution; the core insight or idea that the work has built on;
an outline of mobile strategy; and how these were developed to be both distinctive and impactful.

5. Strategy
GOAL (1) Enhancing Customer-Centricity Through Frictionless Policy Enrollment
Plan Comparison
Compare the plan coverage
side by side instantly with
clear UI interface
Companion List
Create profile for your travel
companion to save your inputting
time during policy enrollment
Smart Payment
Pay in seconds with Apple
Pay or Google Pay
An all-rounded App with below Innovation Highlights :
descriptions of the mobile solution; the core insight or idea that the work has built on;
an outline of mobile strategy; and how these were developed to be both distinctive and impactful.

6. Strategy
GOAL (2) Giving Customers Peace of Mind 24/7
24/7 Accessibility to
Policy Details
Manage account, review policy
details and enrollment history
anytime, anywhere
Policy Renewal Reminders
Customers are always protected with
reminders
Communication Hub
Keep customers timely alert on
important announcements, e.g.
extreme weather conditions
Social Login
Simplify the registration
with customer social media
account and become
member with absolute ease
Earn and Redeem Rewards
Enjoy the convenience of
instantly redeeming rewards by
earning MSIG$ 1 with every HK$1
premium
GOAL (3) Engaging Customers with Exclusive Loyalty Reward
descriptions of the mobile solution; the core insight or idea that the work has built on;
an outline of mobile strategy; and how these were developed to be both distinctive and impactful.

7. Execution
Turn members into brand advocates and strengthen the brand-customer relationship with
attractive rewarding.
an overview of how our campaign was implemented; the different medium used within the
campaign; and the roles of these different medium.

8. Execution
MSIG$ Giveaway Campaign to attract customers to start the journey with MSIG
The first 2,500 customer to apply via mobile app can get extra
MSIG$ 400 per policy!
Up to MSIG$ 1,000,000 Giveaway
Earn MSIG$1 for every $1 net
premium spent by applying via
website or app
Policy Enrollment
Refer a friend for application
and earn MSIG$300
Referral ProgramWelcome Offer
Register as MSIG member
and get MSIG$200
an overview of how our campaign was implemented; the different medium used within the
campaign; and the roles of these different medium.

9. Execution
Promotions across
digital and media platforms
Go viral in social media with selected KOLs
and dedicated Facebook pages
Reached over 142K Facebook Users Got 4M impressions via Google Ad
an overview of how our campaign was implemented; the different medium used within the
campaign; and the roles of these different medium.

10. Resultsclear metrics demonstrating the performance, along with quantifying the result;
how this has solved the marketing challenge faced
14,000+
Total app downloads
in 9 months
20%
Contribute to total e-
Commerce sales
19%
Number of policies sold was
increased monthly by
50%
Reduction in transaction
processing times
150,000+
Sessions/month
2,700+
Active users/month
11%
Maintain a stable download
rate growth/month