BBH’s campaign for Singapore insurer Income reflects the evolving women’s insurance needs

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Income.jpgLocal Singapore insurer Income (previously NTUC Income) is making a point to speak to a new generation of Singaporean women in its latest campaign that introduces revised products, services and protection for its women’s product – Lady 360.

An integrated campaign of film, print and online assets by BBH Singapore reflect Income’s appreciation of the changing needs of women, and consequently, women’s evolving expectations of insurance.

A campaign film, to run both online and in cinema, reveals the perspective of a young woman growing up, who faces a stereotypical upbringing, but changes the status quo when she becomes a mother herself.

The film’s  soundtrack is performed by award-winning Singaporean singer and songwriter, Tanya Chua.

Income 2.jpgIncome 3.jpgIncome has introduced a series of progressive benefits, some pioneering the insurance category in Singapore.

For example, egg freezing before chemotherapy or radiotherapy to treat cancer and outpatient psychiatric support for major anxiety disorders due to traumatic life events.

Fronting the print campaign are three real women whose personal journeys have included facing major challenges that have inspired Income’s new product offerings. Their profiles and stories are reflected here.

Janson Choo, Creative Director, BBH Singapore said, “Sometimes in advertising you get an opportunity to create a nice film and print work or say something meaningful or highlight an issue that you hope will get society reflecting on how we can all be better people. This film was an opportunity to do all three at once,”

Marcus Chew, Chief Marketing Officer, Income added, “We aim to create conversations around the evolving roles of women and their aspirations as a wife, mother, daughter and friend. The campaign epitomises how today’s women no longer subscribe to stereotypes and are empowered to chart their own path. Since times have changed for women in Singapore, it is important that insurers, like Income, is cognisant of women’s evolving needs and provides insurance products and services that sync with the times. We are proud that Income is leading the change with our suite of products that offer progressive and differentiated benefits and services. This is testament to Income’s customer-centricity as we continually improve to meet the changing needs of our customers.”