Singapore Tourism Board: Justice Bao and The Missing Travel Insurance

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Campaign details

Brand: Singapore Tourism BoardBrand owner: Singapore Tourism BoardLead agency: TBWA\SingaporeCountry: SingaporeIndustries: InsuranceMedia channels: Mobile & apps, Online video, Social mediaBudget: Up to 500k

Executive summary

This is the story of how the Singapore Tourism Board (STB) successfully made travel insurance a part of popular culture during the Chinese New Year travel peak season.

Rather than channelling resources into making another insurance ad that no one would want to watch, we hijacked Singaporeans' favourite form of entertainment during Chinese New Year celebrations – Chinese television dramas from the...

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