Insurance brand Income launches ad campaign from BBH
Singapore’s largest insurance brand NTUC Income has launched a campaign from BBH that encourages families to look beyond pet peeves.
The campaign’s final line ‘True Care isn't always obvious. Like protecting the family with a life insurance plan’ hinges on the insight that in relationships people tend to judge their partners based on the more obvious signs of care, rather than the less visible ones.
The advert shows a mother returning from work to a messy home and ignorant husband. She takes to social media to rant when her husband then reveals that he’s bought a life insurance plan to ensure the family is taken care of should anything happen to him.
“Given that couples do not have the habit of sharing details about their life insurance plans with each other, we wanted to help them kick-start conversations on their coverage needs and to plug protection gaps more effectively. Being married myself, I’m aware that couples have the tendency to sweat over small things and overlook what truly matters,” said Marcus Chew, Income’s chief marketing officer.
“Having adequate life insurance protection is one such matter and we would like to lead couples in Singapore to be more cognisant about the fact that true care may not always be obvious. We want them to consider adequate financial cover in the event of death, disability and critical illness so as to close their protection gaps more intentionally.”
This campaign was backed by a study commissioned by Income and conducted by Nielsen, which surveyed more than 329 married adults aged between 25 and 49 years.
It found nine in 10 respondents perceived having life insurance as an act of care.
Targeted at adults between 30 to 50 years, who don’t have a life insurance plan or sufficient protection coverage, the campaign comprises of a 2.5-minute long-form film along with a 60-second cut-down version, supported by digital and outdoor.