Reminding people the principle of insurance: when one person is in trouble, people from different levels of the society will help him out (through pooling the insurance)
The CM can represent this in a literal way
This also changes the insurance from a product that protect yourself to something that helps yourself and other people
Its similar to how people would willingly donate to help people in need, but in a way we promote insurance as a social enterprise product (advocacy marketing, cause-related marketing)
It also links with the idea of “karma” - helping others to gain virtunes for their next life
The slogan can be “choose MSIG, be a hero”
A person walks on the street. Suddenly he falls into a hole.
Something swooping by or an alarm bell
then people starts running
with heroic music
People starts running
He is saved
Anyone can be in trouble at any time, that's why we have insurance to help each other.