Income collaborates with BBH SG to launch film in new campaign

Singapore insurer, Income and BBH Singapore have launched a film showcasing Income’s enhanced Covid-19 travel insurance.

Directed by pioneer Singaporean horror film director, Kelvin Tong, who is well-versed in the horror genre and well-known for his films Eating Air and The Maid, “Trapped” is an 18- minute film featuring a thrilling horror story about the worst potential scenario and consequence of travelling with insufficient Covid-19 insurance coverage.

BBH also brought in Joe Ng, music composer with over 20 years of experience scoring for films, to produce the soundscape for “Trapped”.

Through the film, Income aims to communicate the importance of having a plan that includes enhanced Covid-19 coverage and places emphasis on the unpleasant experience of attaining Covid-19 while overseas.

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“Trapped” is Income’s approach to cater and accommodate to changing consumption habits as they are aware that audience’s interest peaks through the consumption of such content.

Leading up to the official launch of the film, a 30 second trailer was distributed across digital, social and a themed microsite, which garnered more than 1.8M impressions on Facebook 12 days since the launch.

The film is now available on YouTube, StarHub TV+ streaming, and platforms catering to films and long format content. It is also available on the campaign's microsite for viewing.

Income took it a step further and collaborated with 'The Escape Artist' to create a themed immersive escape room that is a continuation of the film’s narrative to enable consumers to experience “Trapped” for themselves. It will commence from June this year.

Dhiren Amin, chief customers office at Income commends the team for its efforts, as this campaign was executed in just under two months.

This is not the first time Income and BBH Singapore have collaborated for a campaign. Working with BBH Singapore, the "Real care" campaign looks to remind people of what genuinely caring for someone looks like.

In a social world where expressions of care have been reduced to virtual ‘likes’, ‘hugs’, and ‘hearts’, the campaign takes a stance against just ‘virtual care’, while highlighting the real tangible care and thoughtful support Income provides to its customers and the wider Singapore community. The campaign spotlights Income's urgent accident assistance with Orange Force, cancer coverage plan to seniors up to 84 years of age, and its supplying of over 50,000 support schemes to low-income families during COVID-19 and pledging of SG$100 million to support those in need.

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