NTUC Income: Modernising Singapore's oldest insurance brand

Adil Ismeer

Campaign details

Brand owner: NTUC Income
Agency: BBH Asia Pacific
Brand: NTUC Income
Country: Singapore
Channels used: Newspapers, Outdoor, out-of-home
Media 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').

To modernise the brand, we developed creative ideas that relied on two strategic principles:

Firstly, by 'going back to the future' and looking at the brand's DNA, we realised that it was in our co-operative roots that the most compelling and engaging point of difference for us versus the category lay.