NTUC Income: Modernising Singapore's oldest insurance brand
Brand owner: NTUC IncomeAgency: BBH Asia PacificBrand: NTUC IncomeCountry: SingaporeChannels used: Newspapers, Outdoor, out-of-homeMedia budget: 1 - 3 million
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').