Campaign details

Brand: Income
Brand owner: NTUC Income
Lead agency: BBH Asia Pacific
Country: Singapore
Industries: Insurance
Media channels: Cinema, Content marketing, Online display, Online video, Outdoor, out-of-home, Social media
Budget: 500k - 1 million

Executive summary

In Singapore, it is a widespread practice for people to rely on their children's support during retirement. It is all part of the great circle of filial piety where children 'pay back' their parents. But should your child be your retirement plan?

That is the elephant in the room that Singapore's local insurer, Income, addressed in its latest retirement campaign. In doing so, it tackled head-on the ingrained values of Singaporeans, prompting a national (and global) conversation about retirement planning.

The campaign pushed Income from number three to number one in terms of awareness of savings and investment plans, and grew life insurance sales by 13%, all with a declining share of voice.

Market background and cultural context