Income Insurance Limited: Courage Made Yours | Star Secure Pro

Income Insurance in Singapore created a 90s-style film titled "It's ok to get help" to approach mental health and increase sales of Grow Star Secure Pro and customer acquisition.

Campaign details

Brand: Income Brand owner: Income Insurance Entrant company: The Gap People PTE LTD Idea creation: Gap People Singapore Market: Singapore Sector: Insurance Media channels: Online display, Word of mouth, Influencers, KOLs, Websites & microsites, Point-of-purchase, In-store, Email marketing, Online video, Social media, Cinema, Content marketing, Search marketingBudget: Up to 500k

Executive summary

Making mental-illness assistance acceptable to socially conscious Singaporeans.

1. Income shifted the category norm from generic death benefits to provide mental health coverage, a rarity in insurance.

2. The platform...

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