Campaign details

Brand: Singapore Tourism Board (STB)
Brand owner: Singapore Tourism Board (STB)
Lead agency: TBWA\Singapore
Contributing agencies: Zenith Singapore
Country: Singapore
Industries: Destinations and locations
Media channels: Content marketing, Online video, Social media
Budget: Up to 500k

Executive summary

For Singaporeans, travel insurance is perceived as a ‘nice-to-have’ rather than a ‘must-have’ – many do not see travelling without it as an issue. Thus, the Singapore Tourism Board (STB) needed to shift this mindset and persuade Singaporeans that travelling without insurance is risky and should be avoided at all costs.

Using the familiar analogy of gambling via The Unbeatables, a popular local 1990s drama series, our campaign achieved viral success in getting Singaporeans to understand the high risks involved when they choose to ‘gamble’ their uninsured holidays. And, most importantly, we got them to consider purchasing insurance for their next trip.

Market background and cultural context