Singlife says “Caaaan!” to financial goals in lighthearted film with Pierre Png

Homegrown financial services company Singlife has launched its latest iteration of the “Dream” campaign, which emphasises its role in helping Singaporeans achieve financial freedom.

The campaign plays on the local expression “Caaaaan!” to encourage consumers to dream big, and plan so that they can achieve their goals in life, no matter how big or small.

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The 2024 iteration of the "Dream" campaign launched through a light-hearted film titled “The Dream: Eco Home”. It stars Mediacorp artiste and Singlife brand ambassador Pierre Png for the third time.

The film follows the story of a couple who dream of building an eco-home, reflecting an increasing focus on a sustainable, zero-waste future for all. Unfazed by their ambitious aspiration, the couple’s financial adviser assures them that their eco-dream can become a reality. Singlife brand ambassador, Pierre Png, makes his appearance as the couple’s helpful ‘dream’ neighbour.

Inspired by Singaporeans’ responses in Singlife’s 2023 Financial Freedom Index (FFI), the commercial taps into the insight that many Singaporeans see the ability to give back to society as one key indicator of financial freedom.

“The Dream: Eco Home” will be rolled out over the coming weeks through an integrated, multichannel communications strategy, encompassing TV, digital, social and out-of-home advertising (OOH).

Complementing the campaign film is an immersive digital portal called "The Dream Cube", in which consumers can take part and envision their own financial freedom dream. The digital and interactive online portal leverages generative Al to give consumers a glimpse of their own financial freedom dream.

Participants answer three questions and are then taken through a flow of scenarios. Following which, an AI-generated image of their financial freedom dream will be revealed through their mobile devices.

“We want to empower Singaporeans and partner them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality," said Debra Soon, Singlife's group head of brand, communications, marketing and experience.

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