Income Insurance partners rock band The Calling for heartwarming insurance ad

Income Insurance has collaborated with American rock band The Calling to release an original song and music video for its new Protection campaign. Titled Fallin Apart, the single was created with agency BBH Singapore and aims to encourage conversations around the underinvestment in health and critical illness coverage in Singapore.

“Now more than ever is the right time to invest in life, health and critical illness cover following the aftermath of the pandemic and the current economic downturn where unforeseen circumstances can hit anytime,” said Stella Tan, vice president and head of brand and segment marketing at Income Insurance.

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“We’re amazed by The Calling’s ability to transform our message into a powerful rock song that connects with our audience on a personal and emotive level,” she added.

The music video begins with a man finding out he has cancer over a phone call with his doctor as his surroundings start to crumble to convey the mental stress caused by an unexpected health issue.

As our protagonist is surrounded by his family members, he receives a message from his insurance agent that lets him know that he is adequately covered. The song also conveys the themes of resilience and courage to face life, even when it is falling apart.

At the end of the music video, users are directed to the campaign’s microsite where they can assess the potential size of their own insurance protection gap via a “protection gap calculator”.

“Songs have the profound ability to reach a place deep in our brains by way of our hearts. Crafting one with The Calling lets us tap into nostalgia to convey a message that’s more relevant and urgent than ever,” said Luke Somasundram, senior copywriter at BBH Singapore.

The music video is currently available on YouTube, Income Insurance’s website and will span across various media platforms such as outdoor, digital, social, cinemas and cable.

The Calling was chosen for the collaboration due to their largely 30 to 40-year-old fanbase in the region as well as the band’s ability to stir heartfelt emotions through the lyrics of their songs, according to a statement by the brand.

Additionally, members of the public are invited to submit their own renditions of the song alongside their personal stories of overcoming life’s adversities on social media platforms as part of the ’Fallin' Apart Cover Contest’. Three winners will receive a prize of up to $3,000.

Income Insurance and BBH Singapore also recently 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.

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