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The Drum Awards Awards Case Studies The Drum Awards For Marketing APAC

Forced by the pandemic to innovate digitally, Income Insurance seized the moment

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By Audrey Kemp, LA Reporter

May 30, 2023 | 6 min read

The campaign won in the Transformation category The Drum Awards for Marketing APAC 2023

person using a smartphone

Income seized the opportunity to quickly innovate new products / Credit: Adobe Stock

Like many insurance companies in Singapore, Income had to dramatically pivot from offline to online sales during the Covid-19 pandemic. However, unlike its competitors, the brand seized the opportunity to quickly innovate new products to sell beyond its footprint.

The Brief

Income used to be a traditional insurance company that considered offline channels as its main revenue driver. All of that changed, however, with the onset of Covid-19. The pandemic prompted Income to quickly innovate new digital products and tactics to increase its digital presence and remain ahead of its competitors.

This wave of innovation continued following the close of the pandemic when consumers sought to travel again. Income’s new projects include embedding insurance in digital products, implementing a one-click renewal portal, creating an employee benefits portal and new products, including the FlexiTravel Hourly Insurance plan and Snack, a micro-insurance coverage and investments app that allows customers to build insurance and investments.

The Idea

To bring its ideas to fruition, Income first partnered with Merkle Singapore to ensure that its data strategy and martech stack were in place. Then, the brand teamed up with Trust Bank Singapore to provide embedded insurance products, like family personal accident insurance. It also enabled Income to gain new sales with the company’s sizable customer base. Following the pandemic, Income’s new products remained relevant due to high travel demand. The brand’s new FlexiTravel Hourly Insurance plan provided hourly insurance coverage to travelers going on short trips to Bintan, Batam and Malaysia. In addition, Income’s one-click renewal portal simplified consumers’ renewal journeys.

Income’s innovations did not just stop at its consumers. With its new employee portal, its workers enjoy discounts and offers as well as Salesforce Interaction Studio to personalize web pages for employees. Merkle made this possible by ensuring that Google Analytics pushed segmentation data to Salesforce Marketing Cloud.

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The Results

Income’s ability to pivot quickly to meet changing market demands has reaped tremendous benefits. For one, Income saw an 85% growth year-on-year in its digital business between April 2022 and March 2023, compared with the same period in the previous year. Digital growth now accounts for 32% of Income’s entire revenue, a 10% increase compared with the same period in 2021 and continues to grow steadily. In addition, Income doubled the number of its travel campaigns in 2022, which resulted in 509% year-on-year growth in revenue.

The positive results from Income’s transformation to deliver hyper-personalized digital experiences were most evident in Income’s car and motorcycle insurance. Income saw considerable growth year-on-year in clients adopting online early renewal, as a result of its one-click renewal portal. In April 2022 to March 2023, Car insurance online early renewal saw a growth from 44% to 72%, compared with the same period in the previous year, and motor insurance online early renewal grew from 52% to 68%.

This campaign won at The Drum Awards for Marketing APAC 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

The Drum Awards Awards Case Studies The Drum Awards For Marketing APAC

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