Singapore Embraces Budsy

The true blue kiasu Singaporean puppet has been the driving force behind many of Budget Direct Insurance's marketing campaigns.

FREMONT, CA: A recent opinion poll conducted in Singapore has identified that the Budget Direct Insurance sock puppet is a hit with Singapore residents who were more likely to buy when familiar with its playful mascot. The true blue kiasu Singaporean puppet has been the driving force behind many of Budget Direct Insurance's marketing campaigns. It leads the search for better value and helps consumers save money on cars, motorcycles, and travel insurance. Budsy, the brand mascot, has also provided a useful vehicle using which the award-winning insurer has been able to tackle issues that confuse consumers, by cutting through industry jargon. The research conducted by independent firm 2CV Research has established and secured Budsy's role as a robust marketing tool.

The fun mascot has had positive associations for the band. "The brand health survey results are encouraging; our message is clear and is cutting through. Budsy shows we're an insurer who likes to do things differently. He's a friendly value-seeker helping Singaporeans find a better deal and make smart and intelligent choices when it comes to their insurance," said Simon Birch, CEO of Budget Direct Insurance.

Budsy currently features in a series of inline commercials, as well as print, outdoor billboards and radio advertisements around town. The mascot encourages motorists to compare their current car insurance renewal premium with a quote from Budget Direct Insurance. If the renewal premium is cheaper than a quote from Budget Direct, consumers get USD 100, even if they do not buy.

"We're delighted that Budsy is winning the hearts and minds of Singaporeans and is perceived as an icon of good budget insurance who at the same time is cheeky and fun. The concept helps redefine the traditional tone of insurance advertising in Singapore," read the statement by Cohort Communications, the Singapore advertising agency behind the creative for Budget Direct Insurance.

According to Budget Insurance, by shopping around and being smarter, consumers can save money on their insurance. "Many customers have told us they've saved hundreds on car insurance when they switched to comparable cover with Budget Direct Insurance," added Birch. In addition to low prices, the company consistently maintains high customer service ratings of 4.6 out of a possible five stars on independent reviews platform, Feefo.