Press release -
NTUC Income launches insurance as affordable as life’s essentials
Singapore, April 12th, 2012 –What do rice, milk and bread have in common with NTUC Income? They are all life’s daily essentials, and are just as affordable as the insurer’s latest life and health insurance policy premiums.
BBH Asia Pacific has launched the ‘Essentials’ print campaign featuring NTUC Income’s basic premiums that match the cost of these daily consumer needs.
The campaign, which runs till the end of April, is targeted at the under - insured in Singapore and aims to reframe insurance as being affordable and accessible to the masses.
Said Steve Elrick, Regional ECD, BBH Asia:
“This was a very important message that NTUC Income needed to get out there - since it’s part of their mission to ensure no Singaporean should be left unprotected and uninsured. Our idea was simply to put affordability in a different context that was both surprising, engaging and very easy to understand. This seemed exactly on brand for Income: to be again talking to Singaporeans in a very simple, honest straightforward way actually offering a demonstrably better much needed product – rather than using the faux-emotional, lifestyle soaked language of the competition. People can spot the truth really easily”
On NTUC Income’s social enterprise role, making insurance affordable
Topics
- Art, Culture, Entertainment
Categories
- ntuc
- ntuc essentials
- essentials print campaign
- ntuc income
- bbh asia
- bartle bogle hegarty
- BBH Asia Pacific
- advertising agency in singapore
About BBH Asia Pacific
BBH Asia Pacific was established in Singapore 16 years ago and has built itself into one of the region’s most creative and effective agencies.
Recent accolades include Unilever's Global Marketing Excellence Gold winner for AXE, Diageo Global Marketing Brilliance Award, Grand Prix winner at the Hong Kong Effies and Gold winner at the Singapore Effies, regional APPIES and Singapore Hall of Fame.
