Tokio Marine

Overview

Praxis Advertising partnered with Tokio Marine, Japan’s oldest insurance company with over 40 years of presence in the UAE, to transform its business model from a dealer-driven network to a direct-to-consumer (B2C) approach. By implementing a 360-degree marketing strategy, we revitalized their brand and established stronger customer engagement in a competitive market.

The Challenge

Tokio Marine operated in the UAE for decades without marketing support, relying solely on its dealer network. The challenge was establishing a direct-to-consumer presence, enhancing brand communication, and creating awareness in the B2C segment while competing in a saturated insurance market. Rising CPMs on digital platforms also demanded cost-effective strategies to deliver impactful results.

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The Solution

Praxis developed an integrated offline and online marketing campaign to boost brand awareness and customer engagement.

• Offline Strategy: Leveraged traditional channels like newspapers and radio stations to reach a wider audience.
• Digital Strategy: Created a data-driven performance marketing plan that included compelling, audience-focused content across social media platforms.
• Tone of Voice: Introduced a modern and distinct tone of voice to differentiate Tokio Marine from competitors and foster deeper customer connections.

The campaign culminated in a high-volume lead generation initiative while optimizing ad performance for better results.

The Impact

Praxis successfully transitioned Tokio Marine into the B2C space, delivering measurable results despite a 58% increase in CPMs on Facebook:

• +14% increase in ad click-through rate (CTR) after Praxis took over.
• -10% drop in cost-per-lead (CPL) quarter-on-quarter.

Brand awareness and customer engagement strengthened, positioning Tokio Marine for growth in the UAE’s competitive insurance market.