Income Insurance taps local comedians to drive home need for EV coverage

Income Insurance has launched a humorous campaign aimed at spreading the message about the importance of car insurance tailored to electric vehicles (EV). It also promotes the company's new eDrivo car insurance coverage. 

In collaboration with advertising agency BBH Singapore, Income Insurance teamed up with two well-known Singaporean comedians, Eugene Soh and Fadzri Rashid, to share why eDrivo Car Insurance is designed for the unique needs of EVs in an entertaining way. 

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The 90-second commercial titled "Between two chargers" sees Soh and Fadzri sitting in a sprawling field, charging their cars in the middle of nowhere. The eDrivo-insured friend, played by Soh, playfully teases Fadzri about his regular car insurance, which does not cover his EV car battery. 

In the spot, Soh shares that eDrivo car insurance will provide emergency mobile rescue if his battery charge runs out while on the road. He added that the industry-first benefit gets him assistance from a mobile EV charging provider, who will arrive at the scene and provide enough charge to get to the nearest charging station. The pair also bicker and banter while conveying how eDrivo car insurance provides unlimited battery replacement if the EV car battery is damaged in an accident.

In addition, Income Insurance will be bringing the spot to life beyond the screen by introducing Singapore's first "drive-in stand-up" show in April this year. Soh and Fadzri will do a live stand-up routine between two charges, while the audience watch from the comfort of their cars. 

The two comedians will also be answering EV-related questions on social media in their comedic styles via a Q&A video. 

MARKETING-INTERACTIVE has reached out to Income Insurance for more information. 

“Insurance campaigns don’t always have to be serious. We took on a refreshing approach centered around comedy, with punch lines and 'mic drop' moments that are refreshing to cut above the noise – to deliver a reality check to EV owners with regular car insurance and show them why eDrivo is the better choice," said Dhiren Amin, chief customer officer at Income Insurance.

“We leaned on comedians to bring some wit to the world of insurance, and worked with a top comedy director, Karthik Kumar, to make sure every punchline landed just right," said Khairul Mondzi, executive creative director at BBH Singapore.

Income Insurance is no stranger to quirky campaigns. In June last year, the company created a proposition around flexibility for its investment suite of products, brought alive through a unique metaphorical campaign around a cat’s flexibility.

In contrast to product-led spots, the campaign film draws parallels on the flexibility of Income Insurance’s investment-linked products with the agility of cats.

The campaign, produced by BBH Singapore, follows a fluffy feline as it navigates the intricate pathways of interconnected pipes with confidence, just as Invest Flex and AstraLink allows consumers to maximise their investment potential with flexibiliy.

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