Content Champions: Singlife

Formed in January 2022 from the merger of Singlife and Aviva Singapore, Singlife is one of the largest homegrown financial services companies in the republic. In 2022, Singlife was appointed the official insurer for the MINDEF and MHA Group Insurance Scheme, assuming the portfolio previously held by Aviva Singapore.

Content Champions is a segment during MARKETING-INTERACTIVE's Content360 conference in Singapore in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was first shortlisted for Marketing Excellence Awards 2023 and was further evaluated by the editorial team at MARKETING-INTERACTIVE to make the shortlist. 

Campaign: What I wish I knew in NS
Brand: Singlife

Challenge

Singlife has a range of insurance products which are affordable, with comprehensive coverage, exclusive to NSmen and can even  be extended to include their families. But the problem is, the target audience didn’t seem to know about it.

Launched in 2016, the project is largely available to Full-Time National Servicemen (NSFs) and Operationally Ready National Servicemen (NSmen). NSFs are automatically enrolled while they are serving National Service. After which, they will need to actively apply for the
insurance.

While the product is compelling and can be extended to cover families at competitive rates, there was low awareness among its target audience of NSmen, and much less their families who can also stand to benefit from the insurance coverage.

Strategy

To increase awareness of Singlife’s MINDEF insurance product, its strategy was to not to talk about insurance. After all, these are healthy young men in the prime of their lives. Insurance is unlikely to be high on the priority list of things to pay attention to. Instead, it gave the audience what they wanted - stories about life in NS that resonated with them.

Execution

“What I wish I knew in NS”, a fully customised content marketing campaign anchored by a hilarious animated series about what men wish they knew in NS, was created with a simple call to action in the end. 

The hyperlocal video series featured hindsight army wisdom of famous Singaporean personalities: Kumar, Wang Weiliang, and Suhaimi Yusof. The personalities each starred in their own short video where they shared their own hindsight wisdom, with this insurance product being one of them at the end.

The series was accompanied by digital articles that carried practical information about the product, and capture more detailed explainers and how it is beneficial to its audience. Videos were also embedded in the articles to maximise the reach of the content. 

These articles were interestingly targeted at women who make the financial decisions in life, and contrary to humour and nostalgia, the strategy was to include practical information that their husbands or sons should have told them about.

Check out the other winners here.