MSIG Insurance Singapore has launched a marketing campaign to promote UMax, its usage-based motor insurance product.

The campaign, developed in coordination with ad agency M&C Saatchi, focuses mostly on digital advertising, including videos developed for Facebook and YouTube. It will also appear on out-of-home media such as buses and radio.

MSIG embarked on the campaign to raise awareness of UMax, a telematics insurance platform that harnesses technology to record policyholders’ trips and provide instant feedback about their driving behaviour to a mobile app. The driving behaviour is then scored on bands ranging from green to red, with lower insurance premiums for good driving.

John Brice, senior vice president for branding and corporate communications at MSIG Insurance Singapore, said that usage-based insurance is relatively new in Asia and many consumers are still not aware of it.

“With UMax, safe driving behaviour is further rewarded with the waiver of the policy excess you pay in the event of an accident,” Brice said.

“UMax is another example of MSIG taking a customer-centric approach in line with being the insurance company that sees the heart in everything,” added Tanuj Philip, CEO and founding partner of M&C Saatchi Singapore. “We are delighted to partner with them in this initiative and look forward to many more to come.”