Income Insurance plays on the flexibility of cats to highlight new products

Income Insurance has 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.

Tapping into the online popularity of cats and memes to amplify the campaign’s messaging, Publicis Chemistry, which also worked with the team on the campaign, created a series of cat stickers for WhatsApp and Instagram featuring the campaign’s resident floof.

Social content that featured local cat influencers contorted in humorous positions that demonstrated their flexibility were also produced for Income Insurance’s social media channels.

Invest Flex, one of the investment-linked products, offers customers the flexibility to invest up to 105% in a range of funds of their choice, which are continuously being monitored by a team of experienced investment professionals. 

It is targeted towards middle-aged Singaporeans between the ages of independent adults and parents (25 – 49 years old) who are passive managers of their investments but are interested in moderate wealth growth.

"When it comes to investments, flexibility is key to adapting to uncertainties and achieving financial goals. This campaign does the job of highlighting an otherwise functional benefit in an interesting way, tapping into a TikTok trend of showing the flexibility of cats," said Dhiren Amin, chief customer officer at Income Insurance.

"The very correlation of the two rather unconnected worlds of investments and Tik Tok cat memes makes this campaign enjoyable and hopefully draws people into the world of Income Insurance’s investment-linked products,” he added. 

“Recognising the dynamic nature of investing, we wanted to address the subject with a refreshing and memorable perspective. Drawing inspiration from the incredible flexibility of cats, we show how investment plans can be agile to give customers the confidence to navigate life’s unpredictable nature,” added Khairul Mondzi, executive creative director at BBH Singapore.

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