Taiwan Next-Gen Policy: Fubon Life Participating Policy Marketing & Communications Qorus-NTT DATA Innovation in Insurance Awards 2026

Looking back to 2023, after a decade-long absence, Fubon Life reintroduced participating policies to Taiwan’s life insurance market. As Taiwanese consumers were largely unfamiliar with this type of insurance product, Fubon Life continued to build on its positioning as a “national brand” trusted by the public and defined participating policies as “Taiwan’s next-generation national policy.” Through an integrated communications approach, media promotion expanded from online to offline channels. In doing so, Fubon Life not only communicated the product features of participating policies to the general public, but also adopted a consumer-centric perspective to shape brand image, convey product value, and ultimately facilitate the decision-making process leading to policy purchase.

In terms of message delivery, the campaign emphasized the dual advantages of participating policies: providing essential risk protection while also offering policyholders the opportunity to share in the insurer’s operating results. Advertising messages directly highlighted “protection + dividends.” Through creative execution, the campaign not only deepened public awareness and recognition of participating policies, but also effectively communicated their core value by transforming complex product concepts into simple and easily understood messages. These messages were embedded in the public’s memory, reinforcing product recall and understanding. This marketing communications project comprised the following five key areas of execution:

I. Simplifying Complexity by Focusing on the Key Features of Participating Policies: “Protection + Dividends”

To effectively enhance market awareness of participating policies, Fubon Life clearly positioned these products to align closely with public needs, focusing on the distinctive dual advantages of “protection + dividends.” This positioning emphasizes that participating policies not only provide solid risk protection, but also enable policyholders to share in dividends derived from the insurer’s operating performance, thereby creating additional potential returns for policyholders.

II. Precisely Targeting Ages 25–55 with Multi-Channel Communication of Product Advantages and Reinforcing Protection Awareness

In executing the communications strategy, a diversified and integrated media approach was adopted to precisely target and reach potential customer segments, with the target audience defined as the 25–55 age group—those with the strongest need for comprehensive protection and a high demand for financial allocation and planning. Through the broad reach of TV commercials, the vivid and engaging presentation of online videos, and effective exposure via out-of-home advertising, online banners (including the Google Display Network), and social media advertising. At the same time, in-depth news coverage was used to more thoroughly analyze the product features and operating mechanisms of participating policies, and by demonstrating Fubon Life’s sound operating strength, to build consumer trust in the product and the brand.

III. Strengthening Inside‑Out Communication through Internal and External Sales Channels

To ensure that agents can promptly grasp product information and sales direction, internal communication was used to build confidence and alignment with the product. When the sales force have a thorough understanding of and confidence in the product, they are better able to introduce it effectively to customers and establish deeper connections. This “inside-out” communication model not only enhances the effectiveness of advertising, but also creates opportunities for customer engagement and the development of long-term customer relationships.

IV. Comprehensive Sales Agent Training, Strengthening Sales Professionalism to Deliver Better Customer Outcomes

Fubon Life recognizes that the professionalism and integrity of its sales agents are the foundation of successful sales and the key to achieving a win-win outcome for both the Company and its customers. Accordingly, prior to the official launch of advertising for participating policies, substantial resources were invested in education and training to ensure that every sales agent fully understands product features and serves customers with professionalism and integrity. The training programs not only cover detailed product information on participating policies, but also place strong emphasis on enhancing sales skills and communication capabilities. Through systematic courses and practical exercises, sales agents learn how to provide customized insurance planning recommendations tailored to the needs of different customers.

V. Establishing AIDA-Based Consumer Behavior Conversion to Evaluate Marketing Communication Effectiveness

This project adopted the AIDA model—a marketing funnel framework commonly used in the field of marketing, encompassing Attention, Interest, Desire, and Action—as the core guiding principle of the overall strategy, with the aim of leading target audiences step by step from awareness to purchase. Following media promotion, this framework was also applied to assess advertising effectiveness. Through data analysis, the effectiveness of marketing activities at each stage in achieving their intended objectives was evaluated, and subsequent marketing strategies were adjusted based on the analysis results, thereby effectively contributing to product sales.