BBH Singapore creates ‘The Super Safety Briefing’ film for Income Insurance
Income Insurance has launched ‘PA Fitness Protect’, a new personal accident (PA) insurance plan designed to meet the needs of fitness fanatics via a comical character conveyed through “The World’s Safest Athlete”, created in collaboration with BBH Singapore.
In a study carried out by Milieu Insight, 73% of fitness fanatics agree that it is important to have personal accident coverage, but less than half of them have PA coverage. This heightened understanding of “fitness protection” is reflective of Singapore’s fitness culture with more than a million people exercising regularly.
Income Insurance recognised this gap for fitness related coverage, specifically customised for fitness enthusiasts. To close this gap, Income Insurance has been pushing its PA portfolio as a fitness/sports coverage solution for more than 18 months, collaborating with award-winning athlete, Shanti Pereira as its brand ambassador, launching “comeback workouts” and becoming the official insurance sponsor for Singapore Athletic Association.
The new “PA Fitness Protect” is an innovative product with first-in-market features, focused on providing comprehensive coverage for fitness fanatics, including equipment coverage. To highlight the key benefits, this campaign introduces customers to ‘The World’s Safest Athlete’, a fitness fanatic who is concerned about his injuries but doesn’t have “PA Fitness Protect”.
Drawing on the trope of preened in-flight safety announcements, a stylised film was created, entitled ‘The Super Safety Briefing’, which follows the journey of ‘The World’s Safest Athlete’ who becomes increasingly dressed in padded clothing in the attempt to avoid any injury, whilst a narrator, mimicking the role of a cabin crew member, gives instructions for his super-safe fitness experience. The film culminates in ‘The World’s Safest Athlete’ being completely encumbered by padded safety gear to highlight the key message in a light-hearted way: that personal accident protection is made less complicated with Income Insurance’s PA Fitness Protect.
Flipping traditional product-led campaigns on their head, ‘The Super Safety Briefing’ comically highlights the exaggerated, impractical and cumbersome safety measures that fitness enthusiasts will need to resort to, in order to ensure protection against potential injuries without PA Fitness Protect, which offers 2X coverage for tears, dislocations and fractures^, plus sports equipment coverage.
The film, created by BBH Singapore airs on YouTube, Facebook, Instagram, TikTok, Golden Village, StarHub and the Income Insurance Website.
Income’s World’s Safest Athlete at the Pink Ribbon Walk on 29th October, 2023.
As an extension to the campaign, The World’s Safest Athlete has hijacked selected prominent sporting and community events, such as the recent Pink Ribbon Walk and the Singapore Athletics Interclub Championships by the Singapore Athletic Association (SAA), where she competed against Singapore national athletes such as Shanti Pereira, Thiruben S/O Thana Rajan and Marc Brian Louis.
As part of the campaign activation, partnerships with renowned fitness and lifestyle brands, including Revolution Cycle, The Cage, TheSmartLocal and JustRunLah!, will further amplify the message that without adequate fitness coverage, athletes will have to resort to drastic and ludicrous safety measures.
Janson Choo, Executive Creative Director at BBH Singapore, said: “When you’re someone who’s really into fitness, safety measures could often be neglected due to complacency. And since we’re not handing out safety suits (sorry), we’ve got the next best thing—Income Insurance’s PA Fitness Protect.”
Dhiren Amin, Chief Customer Officer at Income Insurance, said: “As more people embrace an active lifestyle to enhance their mental and physical health, there also comes a heightened risk of potentially sustaining injuries. While there are more than one million fitness enthusiasts in Singapore, many lack or do not have sufficient sports-related insurance coverage. Being people-first and recognising this gap in customers’ protection needs, we designed an industry-first personal accident plan with 2X coverage for tears, dislocations and fractures^, plus sports equipment coverage. This is especially important when many often overlook adequate coverage for injuries.”
“To push through the clutter, there was no better way to convey our message than through a light-hearted and comical creative film that demonstrates that without adequate coverage, fitness enthusiasts will have to resort to ridiculous over-the-top safety measures to avoid injury, and encourages them to rethink their insurance plans,” Dhiren added.
^Covers medical expenses due to accidents during the sport, exercise or adventurous activity. Policy Ts&Cs apply.
Source: Milieu Insight, poll of n=50 comprising of Singaporeans who work out at least once a week with a passion for fitness.
Credits
Client: Income Insurance
Agency: BBH Singapore
Production Company: FACTORY01
