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...