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Great Eastern’s 102nd birthday: seamless metaphors tell a seamless story
CLIENT: Great Eastern PRODUCT: BrandingMEDIUM: Print/The Straits TimesMARKET: Families ATTRACTION: The visual is strong and dominates nearly two thirds of the page, so this is likely the major draw. Having said that, the colours are relatively muted and the overall impression is underwhelming. POSITIONING: Full page ad in the Home section of The Straits Times. The aesthetic speaks of Great Eastern being there for families through the generations, and therefore fits well with the more local/domestic concerns of the Home section. At first glance the aesthetic is fairly unremarkable, and lacks differentiation from other insurance providers. Upon closer reading, however, you realise that whilst what Great Eastern are saying is not particularly new, how they communicate is clear, sincere, and highly effective. ANALYSIS: What we like most about this ad are the connections between header and visual, and between Great Eastern, their clients, and future generations of clients. The header reads: “With over 10
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