SG born fintech firm Singlife nabs Crazy Rich Asians star as brand ambassador

Fintech insurer Singlife has brought onboard Crazy Rich Asians' Henry Golding as its brand ambassador to represent the brand in its upcoming campaigns. Singlife is the first homegrown Singapore brand that the star will collaborate with after the success of the 2018 film Crazy Rich Asians.

According to Singlife, Golding’s personal story embodies the values of the brand, "where dreams, ambitions and desire to make a mark on the world are just as important than the wealth one generates". As part of the partnership, the company will shoot a series of commercials at local hotspots with Golding as the talent, which will then be released online, in cinemas, and outdoor spaces across Singapore in early 2020. The brand campaign with Golding was conceptualised and led in-house, with the support of 72andSunny and Applebox.

Through its upcoming campaigns and Golding, the company aims to reshape finance and unlock the potential of money for everyone. In a statement with Marketing, Liam McCance, Singlife's chief marketing officer said Golding’s breakout role in Crazy Rich Asians not only connects him to Singapore and wealth, but also comes with a personal story that resonates with the values at Singlife.

"In reality, Golding's path to success does not resemble his character's privilege depicted on screen. He went from a hairdresser to a travel show host, to now a successful Hollywood star. His story is one of hard work, bold ambition, and soulful passion that eventually led to success," McCance said. He added that most Singaporeans are not born "crazy rich" either, and Singlife wants to aid in building wealth over time, which he said its the ethos Golding’s story captures and what makes this an "exciting collaboration".

McCance explained that  currently there are quite a number of financial services firms in Singapore and with Singlife being one of the newest in the market, it is important to do things differently. He added that the company ultimately wants to showcase its innovative yet straightforward products in a way that "cuts through the marketing noise" in the financial sector and stands out from the crowd.

Moving forward

Formerly called Singapore Life, the company recently rebranded to Singlife in September this year. In line with the rebrand, the company sported a new logo and unveiled a new strategy called "Manage, Grow & Protect".

Moving away from a lion head, Singlife's new logo is red and depicts the sun. The company also recently secured US$90 million from Japanese insurer Sumitomo Life Insurance to accelerate its growth in Singapore. McCance also told Marketing that in 2020, Singlife will focus its marketing strategy on building awareness around its savings plan Singlife. As a mobile-first financial institution, the brand aims to use a digital approach to reach customers and use both above-the-line mediums and digital and offline channels to reach its target audience.

Singlife will launch its brand campaign with Golding in the first quarter of 2020, and plans to hold a series of roadshows and events to demonstrate how the Singlife Account and Singlife Visa debit card can aid consumers. In addition, customers and partners will be able to meet and interact with Golding at one of the events by Singlife.

Golding said: “I am extremely proud to be representing Singlife, a homegrown brand that truly personifies the aspirations that matter most to me, where financial freedom and wealth are not the destination, but the means to accomplish your dreams.”

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