Insurance as affordable as life’s essentials
What do rice, milk and bread have in common with NTUC Income? They are all life’s daily essentials, and are just as affordable as the insurer’s latest life and health insurance policy premiums.
BBH Asia Pacific has launched the ‘Essentials’ print and outdoor campaign featuring NTUC Income’s basic premiums that match the cost of these daily consumer needs.
The campaign is targeted at the under-insured in Singapore and aims to reframe insurance as being affordable and accessible to the masses.
Steve Elrick, Regional ECD, BBH Asia said, “This was a very important message that NTUC Income needed to get out there – since it’s part of their mission to ensure no Singaporean should be left unprotected and uninsured. Our idea was simply to put affordability in a different context that was both surprising, engaging and very easy to understand. People can spot the truth really easily.”
Lynette Ang, Senior Vice President and Head, Strategic Marketing & Communications, NTUC Income added, “The campaign builds on our promise of maximising value for our customers. Our products are designed to make insurance affordable and accessible, reflected in the comparisons to basic day-to-day essentials. I’m delighted that the campaign is resonating well with customers.”
Credits – Creatives: Steve Elrick, Janson Choo, Daniel Ko. Planning: Charles Wigley, Adil Ismeer, Lindsey Cummings. Account Management: Ara Hampartsoumian, Sophina Smith, Jonathan Kang, Eileen Fu.
8 Comments
The truth is as plain as a loaf of bread.
Didn’t this campaign first run in the 1970s?
This could have been way more interesting as actual bread, milk or other products instead of these unimpressive ads that no one will notice.
I actually think Steve Elrick did it in the 70s. Bread and milk were cheaper back then.
BBH never did hit its high note in Singapore did it. The work is so uninspiring. Steve E, please give us something cool again. At least they aren’t hugging Coke machines.
Or, it actually communicates a simple proposition in a simple way. to an audience that doesn’t need it hidden behind puzzles..?
No, that can’t be it…
Or, this is a first thought that has been done many times before, telling people something they already know in a not-particularly inspiring way.
‘For the cost of a cup of coffee a day…’ is a standard sales line from an insurance salesman that has been used in advertising (which used to be called salesmanship in print) many times before.