Income Insurance: Moments Made Yours | Termlife Solitaire

Income Insurance, a life insurance provider, launched the film, Dad's Last Christmas, in Singapore focusing on making final moments a memory instead of a pain to increase sales for the Life Insurance product and increase new customers.

Campaign details

Brand: Income Insurance Brand owner: Income Insurance Entrant company: The Gap People PTE LTDIdea creation: Gap People Singapore Market: Singapore Sector: Insurance Media channels: Social media, Email marketing, Online displayBudget: Up to 500k

Executive summary

Termlife solitaire – Shifting the category narrative from death to “end of life”.

How does a no.5 player in life insurance with 1/4th the distribution strength of competition grow its product sales by 228%?

  • By changing the customer segment – From the unfortunate beneficiary to the emotionally...

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