BBH Singapore has created a new campaign for insurer NTUC Income to launch their new FlexiTravel Hourly Insurance offering, Singapore’s first ever travel insurance product that provides coverage by the hour.
The campaign casts Fiona Xie, playing herself, in a series of short films that tell a story about her shooting an ad campaign for Income FlexiTravel Hourly Insurance. Through her behind-the-scenes actions and banter with the film director and crew, she discovers and reveals different product benefits in surprising and unexpected ways.
A study conducted by NTUC Income, concluded that cost was the top concern for people debating whether to purchase travel insurance for shorter trips. However, as a result of the pandemic, there has been heightened awareness of the need for travel insurance, regardless of how long or short a trip is.
Enter FlexiTravel Hourly Insurance, a first-of-its-kind offering from Income that enables travellers to purchase coverage by the hour, offering a more affordable option for short overseas trips.
To highlight the unique product proposition of hourly coverage, the campaign is centred on “Happy Hour”. When travel insurance by the hour is possible, so is peace of mind by the hour, which makes every hour, happy hour.
Irene Tan, Head of Product Marketing, Income, said: “Taking short trips to nearby destinations for a spontaneous weekend getaway has always been a popular activity among Singaporeans, even if it meant just a few hours of getaway to indulge in food or shopping. We tapped onto the concept of Happy Hour, as it aligns perfectly with the flexible pay-by-the-hour proposition of FlexiTravel Hourly Insurance. Travellers only pay for the coverage they truly need and have the control to start and stop their coverage at their fingertips, similar to a parking app, while enjoying peace of mind by the hour on their getaways! The idea of shooting an advertisement within another advertisement was refreshing as we were able to keep it light-hearted and humourous with the use of ‘bloopers’ – to convey the benefits of FlexiTravel Hourly Insurance and common mishaps that may happen on a short trip, such as food poisoning, robbery and shortening of trips.”
Janson Choo, Executive Creative Director, BBH Singapore, said: “This is a true product innovation and one that doesn’t need complicated jargon or construct to advertise. So we decided to have some fun and had Fiona to actually experience the product and sell it as is!”
Print assets accompanying the short films visualise key benefits of FlexiTravel Insurance lit up in neon, a play on the typical ‘Happy Hour’ signs found in bars around the world.
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Executive Creative Directors: Janson Choo & Khairul Mondzi
Art Director: Grace Wong
Copywriter: Audrey Chia
Business Director: Manavi Sharma
Associate Account Director: Shu Li Tan
Strategy Director: Amanda Lim
Agency Producer: Kim Lim
Film Production Company: Freeflow Productions
Film Director: Peggy Goh
Print Production Company: Illusion CGI Studio
Client: NTUC Income
Chief Marketing Officer (until 30 September 2021): Marcus Chew
Head of Product Marketing: Irene Tan
Manager, Product Marketing: Kyley Tan
Manager, Segment Marketing (until 7 April 2022): Jessica Leong
Senior Executive, Product Marketing (until 16 February 2022): Xuan Jim Liu