Income takes unconventional route publishing campaign manifesto on ST and Lianhe Zaobao

Singaporean insurer, Income, has launched a campaign titled "Real care". Working with BBH Singapore, the 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.

While the campaign covers all major touchpoints, including Starhub EPL, Golden Village, outdoor, it also has a long-copy manifesto to headline the campaign, which was released in The Straits Times and Lianhe Zaobao on 3 September.

Dhiren Amin, chief marketing officer at Income, said, “Income’s DNA is about being there for people, through good times and bad. It’s always been about caring for Singaporeans with real actions that deliver the financial protection they need. To further strengthen this trust put in us, we felt it was an appropriate time to speak about Income’s acts of real care.”

Amin joined the Income team as chief marketing officer in March this year after spending five years with The Kraft Heinz Company as head of marketing, Southeast Asia and later CMO of Asia. Shortly after his addition to the team, Income also launched a campaign with actress Fiona Xie for its latest FlexiTravel Hourly Insurance offering. Xie stars as herself in a series of short films which link together to tell a story about her filming the ad campaign for Income FlexiTravel Hourly Insurance.

Khairul Mondzi, executive creative director at BBH Singapore, added, “This campaign made us question ourselves, of how we’re all guilty of tapping, typing, and hitting send to show care for one another. But the truth is, showing care is not just sending emojis and texts. It’s being there for someone in need of support, for real. And we believe Income as a brand truly cares for the Singapore community, through acts of real care that go beyond the digital world.”

Late last year, NTUC Income appointed OMD Singapore to manage integrated media planning and buying campaigns for two years following a pitch held in August. MARKETING-INTERACTIVE understands that the account is valued at SG$5 million and at least three major media players were vying for the account. According to OMD Singapore, the agency won the pitch by presenting a strategic media planning approach tapping on its capabilities to deliver efficient and targeted campaigns.

MARKETING-INTERACTIVE has reached out for additional information on the campaign. 

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