Singaporean insurer Income is taking a stand against virtual care and spotlighting how real care is tangible.
The new campaign, crafted by BBH Singapore, reminds people of what real care looks like. The 60-second TV spot begins with a voiceover artist narrating how care in today’s world has been reduced to virtual ‘likes,’ ‘hugs’ and ‘hearts’ on social media posts.
However, the voiceover says that real tangible care includes providing urgent accident assistance like how Income provides it with Orange Force: providing cancer coverage to seniors up to 84 years of age; supplying over 50,000 support schemes to low-income families during Covid-19; and pledging $100m to support those in need.
The campaign runs across out-of-home (OOH) at major touchpoints, including Starhub EPL and Golden Village. A long-copy advertisement has also been featured in The Straits Times and Lianhe Zaobao.
Dhiren Amin, chief marketing officer at Income, said: “Income’s DNA is about being there for people, through good times and bad. It’s always been about caring for Singaporeans, with real actions that deliver the financial protection they need. To further strengthen this trust put in us, we felt it was an appropriate time to speak about Income’s acts of real care.”
Khairul Mondzi, executive creative director at BBH Singapore, added: “This campaign made us question ourselves, of how we’re all guilty of tapping, typing and hitting send to show care for one another. But the truth is, showing care is not just sending emojis and texts. It’s being there for someone in need of support for real. And we believe Income as a brand truly cares for the Singapore community, through acts of real care that go beyond the digital world.”
Agency: BBH Singapore
Managing director: Sid Tuli
Chief creative officer: Sascha Kuntze
Executive creative directors: Janson Choo and Khairul Mondzi
Art director: Shu Min Leow
Copywriter: Pamela Ho
Business director: Lynette Chua
Account directors: Shu Li Tan and Priscilla Lim
Senior account executive: Sabrina Ang
Strategy director: Amanda Lim
Strategist: Cheryl Koh
Agency producer: Shawn Chew
Film production company: Abundant Productions
Film director: Marjorie Teo
Chief marketing officer: Dhiren Amin
Head, events, brand and segment marketing: Stella Tan
Manager, segment marketing: Elaine Heng
Assistant manager: Sarah Chen
Assistant manager: Jean-Claire Rozario
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