Roojai, “Once you know, you know” campaignThis campaign is the 1st ever ad campaign of Roojai, an online insurance company, in Thailand.In Thai, “Roo” means “Know” and “Jai” means “Heart or Mind”.So, “Roojai” means knowing what you really want. 

In this day and age, with access to so much content, people “know” so many things, but how much of what they know is useful? While they know so much, they still don’t “know” about online insurance or Roojai, and if they did, they could save time and money. 

The Challenge: New to the market, very few people know about Roojai online insurance. In fact, most people believe that online insurance is complicated and they assume it is the same as traditional insurance companies. Thais are used to traditional insurance companies and very few people even consider switching to online ones. 

The Solution: To help build brand awareness and memorability, we created the “Once you know, you know” campaign… a campaign designed to get people’s attention to remember Roojai online insurance and the fact they can help save you up to 30% on insurance. 

The Execution:While most insurance companies in Thailand play the heartstrings and fear factor to push their insurance, we wanted to do something different for the market and category. In doing so, we created an integrated campaign that used subtle comedy and fun facts, kicking off with the launch of 3 thematic films. 

Each element of the campaign used a random interesting fact to draw people’s interest and then paired it with another interesting fact that we wanted them to know about Roojai – that it’s an online insurance company that is easy use and can save them more time and money. 

In addition, across the campaign we played with the words “Roo mai” (did you know) and “Roojai” (the company name) to help push the message of getting to know Roojai in a memorable way. 

With the word play in Thai, subtle humor (new to insurance advertising) and the sudden appearance of a Kangaroo (Roojai’s logo mascot), these films created brand recall, while introducing Roojai online insurance to the public and its time and money saving benefit in a new and memorable way.