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By Ellen Ormesher | Senior Reporter

May 30, 2023 | 6 min read

The campaign won in the Best Use of Media category at The Drum Awards for Marketing APAC 2023.

The travel insurance industry in Singapore is highly competitive, with numerous players offering a wide range of products to cater to the diverse needs of consumers. However, there have been limited insurance options for travelers taking short trips to nearby destinations. Fixed-period policies are not suitable for day trips and many policies include coverage for risks that are not relevant to the traveler, driving up costs. To stand out from competitors, insurance providers need to be innovative and creative. This is where Income, a leading insurance provider in Singapore, saw an opportunity.

The Brief

Income aimed to raise awareness of their new product, FlexiTravel Hourly Insurance, which allows travelers to purchase insurance by the hour when traveling to nearby destinations such as Batam, Bintan and Malaysia. Unlike traditional travel insurance policies that offer coverage for a fixed period, FlexiTravel Hourly Insurance provides greater flexibility and control over insurance needs. The objective was to educate customers about this new concept and highlight the benefits of the product. The primary key performance indicator (KPI) was product awareness, with a secondary measure of app installs.

The Idea

Income’s strategy was to inspire renewed excitement for popular travel destinations among Singaporeans. Despite limited travel options during the pandemic, locations such as Batam, Bintan and Johor Bahru (JB) offered opportunities for spontaneity and exploration. Income recognized that after multiple visits, travelers often reached a point of ’been there, done that’ and sought something new and exciting.

To bring their strategy to life, Income partnered with MediaCorp to relaunch an old favorite travel show, Same Same But Different. The show had been discontinued but embodied the essence of exploring lesser-known locations and uncovering unique activities. The relaunched series, titled Hidden Gems, featured popular travel influencers and radio hosts Sonia Chew and Ze Liang. Sponsored by Income FlexiTravel, the series showcased exciting ways to experience Batam, Bintan and JB, highlighting hidden gems in each location. This content integration allowed for seamless product education, building trust, credibility and generating buzz.

The series was amplified through MediaCorp-owned assets, supported by paid advertising to drive awareness and viewership. Income also partnered with The Smart Local and Telegram’s SGTravelPromo group, a targeted platform for travel enthusiasts seeking value tips, to enhance visibility. Bus wraps and 6-sheet displays were strategically placed across key locations in Singapore to increase brand exposure. Additionally, Income geo-targeted the Harbourfront Ferry Terminal to reach travelers as they embarked on their trips.

Employing a full-funnel digital approach, Income utilized display advertising on platforms like Meta and Universal App Campaigns to drive bottom-funnel conversions. Partnerships with InMobi and Google further enhanced bottom-funnel conversions, completing the loop from mass awareness to talkability, credibility, value perception and, ultimately, conversion.

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The Results

The campaign successfully achieved its goals, generating remarkable results in terms of awareness, recognition and business impact. Income’s unique approach and compelling messaging differentiated the FlexiTravel product, resulting in increased recognition among the target audience.

The campaign reached 1.2 million Singaporeans and delivered 2.83m completed video views, surpassing benchmarks. App installs exceeded estimations by 148%, indicating increased customer engagement and expansion of the customer base. The campaign also achieved 146% of the policies target and 152% of the revenue target, demonstrating solid business results.

In conclusion, Income’s FlexiTravel campaign achieved outstanding success through its strategic approach, integrated campaigns and innovative partnership with Same Same But Different. By informing the audience in a fun and engaging way, the campaign created widespread interest, elevated brand awareness and had a significant impact on the business.

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.

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