Great Eastern reminds parents to embrace imperfection in heartwarming new campaign

Multinational finance and insurance corporation Great Eastern has unveiled its latest campaign to remind parents to embrace imperfect parenting as it looks to addresses the unique pressures that Asian parents face.

The regional campaign was done with creative agency BLKJ Havas and spans film, social media and OOH assets launched across Singapore, Malaysia, Indonesia and Brunei.

Don't miss: Mandai invites the world to ‘Take off to Paradise’ in campaign for Bird Paradise

“Being a parent is tough. Being an Asian parent is tougher because we hold ourselves up to unrealistic standards,” said Joji Jacob, co-founder of BLKJ Havas.

“We don’t have to be perfect parents to do right by our kids. And with that message we hope to give parents a bit of a breathing space and draw their attention to the well-thought out plans that Great Eastern offers for every stage of a child’s life,” Jacob continued.

In a love letter to Asian parents, the 60 second short film begins with a child eating ice-cream with a voiceover of a parent saying that they messed by letting their kid have too much ice-cream.

This scene is followed by a myriad of instances where parents are insecure about what they let their child do such as letting them play in the rain or play with their food which then dissipates when a parent asks “So what?” as the background music crescendos.

Through the film, the campaign addresses the pressures that Asian parents face and encourages them to embrace their imperfections and to be kind to themselves when they fall short through the empowering message, “Great parenting doesn’t need perfection. It just needs a little help.”

The film serves as a poignant reminder that every parent needs a little help along the way and with Great Eastern, parents can seek financial guidance to protect their families and fulfill their aspirations.

“We understand and empathise with the pressures modern parenting places on our customers, and we’re here to partner with them through their parenting journey,” said Keith Chia, head of group brand and marketing of Great Eastern.

He further added, “With our financial advisory and tailored solutions we provide the assurance they need, so that they can be empowered to reach for their dreams, hopes and ambitions.”

The campaign was further amplified through out-of-home executions across taxis, buses, MRT station displays and ongoing social content sharing parenting stories and tips.

In its commitment towards embracing imperfection, Great Eastern Singapore has posted videos from its users under #ParentingBloopers on Instagram in a parenting blooper contest with more contests to be announced in due course.

Last year, Great Eastern refreshed its brand positioning following research involving more than 2,000 consumers across Singapore, Malaysia, and Indonesia over two years. Its new tagline "Reach for Great" underpins Great Eastern's ongoing journey of enhancing customer centricity which has been supported by strategic investments in digital transformation efforts.

To signal this new brand positioning to customers, the insurer collaborated with Superunion to develop a new visual identity with a distinctive new headline typeface, colour strategy and illustration style added to its brand palette. Taking reference from Great Eastern’s first brand logo in the 1900s, the new visuals sport a heritage crest to reflect its establishment as an inspiring and trusted insurance brand in the region.

Related articles:
MAGGI launches new cheesy and spicy noodles with quirky influencer-led campaign
Fendi unveils mystical astrology campaign with Irina Shayk
Great Eastern SG insures regional marketing strategy with latest agency appointment