Financial services company Singlife supports Singaporeans’ dreams in new brand campaign

Leading homegrown financial services company Singlife has launched its latest 360 “Dream” campaign, which emphasises its role in helping Singaporeans achieve financial freedom.

It launches with a brand film, the third starring Mediacorp artiste and Singlife brand ambassador Pierre Png, which builds on the story of its 2023 campaign, “The Dream”. The 2024 Dream campaign continues to play on the local expression “Caaaaan!” to encourage consumers to dream big, and plan so they can achieve their goals in life, no matter how big or small.

Kicking off the campaign is a new film titled “The Dream: Eco Home”. Inspired by Singaporeans’ responses in Singlife’s 2023 Financial Freedom Index (FFI), the commercial taps into the insight, that many Singaporeans see the ability to give back to society as one key indicator of financial freedom.

It follows the story of a couple who dream of building an eco-home, reflecting an increasing focus on a sustainable, zero-waste future for all. Unfazed by their ambitious aspiration, the couple’s financial adviser assures them that their eco-dream can become a reality. Singlife brand ambassador, Pierre Png, makes his appearance as the couple’s helpful ‘dream’ neighbour.

“The Dream: Eco Home” will be rolled out over the coming weeks through an integrated, multi- channel communications strategy, encompassing TV, digital, social and out-of-home advertising (OOH).

Complementing the campaign film is an immersive digital portal called “The Dream Cube”, which consumers can take part and envision their own financial freedom dream. The digital and interactive online portal leverages generative Al to give consumers a glimpse of their own financial freedom dream. Participants answer three questions and are then taken through a flow of scenarios. Ultimately, an AI-generated image of their financial freedom dream will be revealed in the palms of their hands through their mobile devices.

Singlife Group Head of Brand, Communications, Marketing and Experience, Debra Soon, said: “We want to empower Singaporeans and partner them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”