Income: Me First

Amanda Lim, Cheryl Koh

Insurance brand Income grew sales of its life insurance and retirement plans in Singapore with a multichannel campaign targeting 'sandwiched' parents.

Campaign details

Brand: Income Brand owner: Income Entrant company: IncomeIdea creation: BBH Singapore Market: Singapore Sector: Insurance Media channels: Social media, Outdoor, Out-of-home, Search marketing, Television & Connected TV, Content marketing, Public relations, Online display, Websites & micrositesBudget: Up to 500k

Executive summary

In Singapore, ‘sandwiched’ parents – those financially supporting kids and elderly parents – are expected to be completely selfless, hindering their own retirement planning.

To drive disproportionate growth in its life insurance portfolio, Income chose to focus on this segment of sandwiched...

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