Rabbit Life turns three consumer barriers—“Not the Right Fit Yet,” “Don’t Know the Brand Yet,” and “Can’t Remember the Brand Yet” into the basis for a campaign that makes life insurance more engaging, relatable, and accessible for Thai consumers.
Rabbit Life Insurance Public Company Limited, also known as Rabbit Life, a subsidiary of BTS Group Holdings Public Company Limited, is accelerating business growth in the second half of the year with a proactive communications strategy aimed at modern consumers. Building on the success of its “Thank You for Not Choosing Us (Yet)” campaign, the company has launched a new series of brand films under the concept “Committed to Improving Because We Want to Take Care of You.” The campaign transforms three authentic reasons why consumers “have not chosen us (yet)” into meaningful insights that drive continuous improvements in products, services, and customer experience. To bring these stories to life, Rabbit Life has partnered with “P’ Ed7Vi” as both director and actor. Renowned for his distinctive storytelling style, he presents each story with simplicity, sincerity, and humor, reinforcing Rabbit Life’s commitment to building Brand Trust by listening to every consumer voice and continuously evolving to better serve their needs.
Mr. Korn Chinsawananon, Managing Director of Rabbit Life Insurance, said, “The life insurance market continues to benefit from growing demand for financial risk management and increasing health awareness, particularly in the second half of the year. At the same time, competition across the industry has become more intense, especially when it comes to engaging younger consumers who value trustworthy and authentic brands alongside products that genuinely fit their lifestyles. At Rabbit Life, we see Brand Trust as one of the key pillars of our long-term growth strategy. Rather than focusing solely on those who already choose us, we wanted to understand why others have not. Guided by an Empathy-based Communication approach, we created the ‘Thank You for Not Choosing Us (Yet)’ campaign to recognize that people who have yet to choose our brand are not simply untapped business opportunities, they are valuable sources of insight that help us better understand consumer expectations. Our latest brand film series brings real consumer questions, emotions, and reasons for hesitation to life through relatable storytelling that reflects everyday situations. We are delighted to collaborate with ‘P’ Ed 7 Vi,’ both as director and actor, whose unique ability to simplify complex topics into stories that are approachable, engaging, and heartfelt perfectly aligns with our vision of making life insurance easier to understand, more accessible, and more meaningful to consumers.”
The new “Thank You for Not Choosing Us (Yet)” brand film series is inspired by genuine reasons why consumers have not yet decided to purchase life insurance. Under the concept “Committed to Improving Because We Want to Take Care of You,” the three films use P’ Ed7Vi’ signature storytelling style: simple, entertaining, and emotionally relatable to portray familiar everyday situations. The films illustrate that behind every “not yet” lies a question, hesitation, or expectation, all of which serve as valuable feedback that inspires Rabbit Life to continuously improve its products, services, and customer experience through 3 stories including:
- “Not Choosing Yet… Because It’s Not the Right Fit Yet” – A story about consumers who recognize the value of life insurance but feel it does not yet meet their current needs. The film reflects how different life stages require different solutions and inspires Rabbit Life to continuously develop products and services tailored to each stage of life.
- “Not Choosing Yet… Because I Don’t Know the Brand Yet” – A story about consumers who are interested in life insurance but remain hesitant because they are unfamiliar with the brand. This leads Rabbit Life to communicate more clearly about its identity as a life insurance company under BTS Group Holdings, strengthening credibility, trust, and confidence.
- “Not Choosing Yet… Because I Can’t Remember the Brand Yet” – A story highlighting consumers who struggle to recall the brand in today’s crowded marketplace. It reflects the challenge of building brand recognition and inspires Rabbit Life to strengthen its brand communications with greater clarity, simplicity, and memorability.
The 3 key consumer insights: “Not the Right Fit Yet,” “Don’t Know the Brand Yet,” and “Can’t Remember the Brand Yet” will serve as strategic priorities guiding Rabbit Life’s business development. These insights will shape product innovation and insurance solutions that better address consumers’ evolving needs throughout different stages of life, while also driving clearer, simpler, and more accessible communication of life insurance information. The company will continue enhancing all customer touchpoints, including its sales channels, customer service through its Call Center, and digital platforms such as iService, to deliver a more seamless customer experience. At the same time, Rabbit Life will further strengthen communication of its identity as a life insurance company under BTS Group Holdings through an integrated media strategy spanning television out-of-home (OOH), and digital platforms. These efforts aim to increase Brand Awareness and Brand Consideration across every generation while fostering long-term trust and stronger relationships with consumers, in line with the company’s vision of “Think differently to improve your life with a life insurance that hedge your bets and provides simplified solutions.”
“Through the ‘Thank You for Not Choosing Us (Yet)’ campaign, we will continue promoting all three brand films to strengthen brand awareness and familiarity among a wider audience while consistently listening to consumer feedback. Every voice we hear will help us further improve our products, services, and customer experience. We also aim to expand our reach across diverse consumer segments to enhance brand awareness, consideration, and engagement, ultimately building stronger trust and lasting relationships with consumers,” Mr. Korn concluded.
