Generali Thailand reveals the success of its “Brand Campaign” strategy, leveraging insights from back-office employees and aligning with Generali’s “Customer FIRST” philosophy. The campaign, conveyed through the advertising series’ Thoom Thay, The Series,’ which blends realism and fun, has successfully engaged a larger target audience. Additionally, a strategic out-of-home (OOH) media campaign was launched to reinforce branding and expand its reach across the city.

Ms. Chorfa Yuktanun, Chief Marketing and Customer Officer of Generali Thailand, said, “Building on last year’s momentum, the Brand Campaign strategy has delivered successful results, with increased brand recognition and acceptance among the target audience.

This year, Generali Thailand partnered with leading production house Salmon House to launch a new ad series titled “Thoom Thay, The Series” under the concept “Dedicated to Protect Your Love.” The series highlights Generali’s behind-the-scenes service team and their dedication throughout the customer journey. Presented in three episodes, the campaign features: Episode 1, “Thoom Thay,” portrays the thoughts of a Generali employee dedicated to finding new ways to serve customers. Episode 2, “Best in Class Claim Service,” shares a heartwarming experience of a Generali customer benefiting from a quick, easy claims process. Episode 3, “Customer FIRST,” highlights how customer feedback drives service improvements to ensure the best care. The ad series, launched online in the first quarter of 2025, continues to receive positive feedback, with growing viewership on digital platforms and customer responses reflecting a favorable impression of the concept ‘Dedicated to Protect Your Love.’

Therefore, to reinforce its brand campaign strategy, Generali Thailand is expanding its communication channels through out-of-home (OOH) media to specifically target urban audiences, including a digital billboard at Parc Paragon—a key city landmark—advertising boards at BTS and MRT stations, and traditional billboards across 13 provinces nationwide.”

Recently, Generali Thailand deployed ‘Transit Ads’ inside BTS and MRT trains. It also launched an electric tuk-tuk caravan across city areas, including Silom, Sathorn, Hua Lamphong, Siam, CentralWorld, Asoke, and Ratchada–Rama 9, to boost reach and create buzz. The caravan launch was led by Mr. Arsh Kaumi, Country Manager & CEO; and Mr. Somsak Uttasaereepong, Chief Agency Officer of Generali Life Assurance (Thailand) Plc.

Ms. Chorfa added, “Generali Thailand continues to execute its marketing plan under the Brand Campaign, aiming to become the top insurance brand in the hearts of Thai consumers through sincere, accessible service guided by the Customer FIRST philosophy. This principle is not just a message but the core of our daily work, upheld at every step. Every customer feedback is valued and used to continuously improve our services to meet evolving needs, build trust and forge a strong brand connection with consumers throughout all stages of life.”

Catch all three episodes of “Thoom Tay, The Series”,
showcasing behind-the-scenes stories of Generali’s work, available to watch on YouTube