NTUC Income: Modernising Singapore's oldest insurance brand

NTUC Income is Singapore’s oldest insurance brand, founded over 40 years ago. The company had a reputation of providing good products, but was perceived to be for older people.

NTUC Income: Modernising Singapore's oldest insurance brand

Adil Ismeer

Campaign details

Brand owner: NTUC IncomeAgency: BBH Asia PacificBrand: NTUC IncomeCountry: SingaporeChannels used: Newspapers, Outdoor, out-of-homeMedia budget: 1 - 3 million

Executive summary

NTUC Income is Singapore's oldest insurance brand. It was founded over 40 years ago to provide affordable financial products for all Singaporeans. By 2009, they had the reputation of providing good, solid products but were perceived to be a brand for older people – they had even earned the nickname 'Aunty Lucy' (a play on 'NTUC').


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