Tokio Marine, UAE
Tokio Marine: Direct-to-Consumer Transformation
Praxis moved Tokio Marine from selling only through dealers to selling direct to UAE consumers, with a 360-degree campaign across print, radio and digital.
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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 creating awareness in the B2C segment and enhancing brand communication while competing in a saturated insurance market. Rising CPMs on digital platforms also demanded cost-effective strategies to deliver impactful results.
The Solution
- Offline Strategy: Praxis used traditional channels like newspapers and radio stations for wider reach.
- Digital Strategy: Our data-driven performance marketing plan included compelling, audience-focused content across social platforms.
- Tone of Voice: We introduced a distinct, modern tone of voice to differentiate Tokio Marine from competitors and connect with customers.
- Leads: Our 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.
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