NTUC Income: Hijacking a public debate to talk savings

NTUC Income, a co-operative insurance company, established that many Singaporeans were not planning adequately for their retirement and decided to promote its SAIL savings plans.

NTUC Income: Hijacking a public debate to talk savings

Adil Ismeer

Campaign details

Brand owner: NTUC IncomeBrand: NTUC IncomeAgency: BBH Asia PacificCountry: SingaporeChannels used: Newspapers, Outdoor, out-of-homeMedia budget: 500k - 1 million

Executive summary

NTUC Income is a co-operative insurance company that was created to provide affordable, quality insurance to all Singaporeans.

In 2010, they identified that there were many Singaporeans who were still – despite repeated governmental and commercial messaging – not planning adequately for their retirement.

To help address this, NTUC Income decided to more publicly promote...

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