NTUC Income: Essentials
Jonathan Kang
Campaign details
Brand owner: NTUC IncomeAgency: BBH Asia PacificBrand: NTUC IncomeCountry: SingaporeChannels used: Internet – display, Internet – microsites, widgets, Magazines – consumer, Mobile and apps, Newspapers, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store mediaMedia budget: Up to 500k
Executive summary
In 2012, it became evident to NTUC that many Singaporean families were still perilously underinsured despite years of messaging from the insurance industry, a situation that needed to be changed.
The reason was that most agents were driven by commission and so...