NTUC Income: Essentials

Jonathan Kang

Campaign details

Brand owner: NTUC Income
Agency: BBH Asia Pacific
Brand: NTUC Income
Country: Singapore
Channels 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 media
Media 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 recommended products with higher premiums, largely those that combined insurance and investment.

Our challenge was to persuade our target that non-investment-linked life policies were affordable.