BBH Asia Pacific's Re-branding of Singapore's Oldest Insurer Wins WARC prize for Asian Strategy

BBH Asia Pacific has won the WARC prize for Asian Strategy for its success story on the re-branding of Singapore’s oldest insurer, NTUC Income.

The winning paper reveals the strategic success behind the marketing of NTUC Income – going back to the DNA of the brand, and its co-operative roots  - the compelling and engaging points of difference vs. its competitors. 

BBH launched the NTUC Income ‘Made Different’ re-branding campaign in 2009 resulting in work that has been consistently entertaining, provocative and different for the category. Effectiveness followed with key brand metrics and revenue growth improving significantly.

BBH’s award winning campaigns for NTUC Income include the Orchard Road flash flood tactical ads where clever media buys highlighted NTUC Income’s commitment to covering damaged cars alongside actual flood reports to the hijacking of public debate on gambling in Singapore with ‘jackpot’ machines stationed at bus stops to jolt the public out of their apathy toward saving.

Out of the 32 shortlisted entries, BBH offices from the region were shortlisted for five papers. Two of which were highly commended – BBH India for Nihar Naturals Hair Oil and BBH China for Launching the Lynx Effect in China.

The Warc Prize for Asian Strategy is Asia's first dedicated competition rewarding great strategic thinking in marketing. 2012 marks the Prize's second year.