Allianz Ayudhya: Straightforward, 4

Allianz Ayudhya has launched its new “Straightforward” campaign by doing what no other insurance brand in Thailand has ever dared to do: bringing the lengthy policy terms and conditions — usually hidden in fine print — into the spotlight, displayed prominently on a massive billboard in central Bangkok. Thai consumers are known to avoid reading long documents, especially the extensive policy conditions in insurance contracts. This habit has led to a recurring industry-wide issue: customers purchasing insurance without fully understanding the terms, resulting in disputes, lawsuits, and widespread misunderstandings that damage the reputation of insurance companies. Allianz Ayudhya has identified this root cause as a critical problem occurring before the purchase decision — when people fail to read the conditions in advance. For most insurance brands in Thailand, “policy terms and conditions” are considered a sensitive subject to be avoided in marketing communications, as they may create a perception of complexity or discourage potential buyers. Allianz Ayudhya, however, chose to take the opposite approach — turning what others try to hide into the central message of its campaign. The company aims to make buying insurance as straightforward and transparent as possible, reducing potential issues that may arise later by encouraging customers to read and fully understand the conditions before making a purchase.