NTUC Income: Essentials

This case study describes how NTUC Income, the Singaporean insurance company, compared the cost of their products to basic daily essentials in order to convince people that their insurance products were affordable.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands