Insurance firm Income targets modern Singaporean women in campaign from BBH

Singapore insurance firm Income has launched a campaign targeting “a new generation of women” who have shed the stereotypical image and roles they have historically been expected to play.

BBH Singapore is behind the campaign which promotes Income’s products designed for the “changing needs of women”.

An ad, to run online and in cinemas, together with print executions, show a young girl who grows up in a world shaped by tradition and expectations. But she adopts a different approach when she becomes a mother.

The print campaign will be fronted by three women whose personal stories have shaped new product launched by Income.

Income chief marketing officer Marcus Chew said: “The campaign epitomises how today’s women no longer subscribe to stereotypes and are empowered to chart their own path.

“Since times have changed for women in Singapore, it is important that insurers, like Income, are cognisant of women’s evolving needs and provides insurance products and services that sync with the times. We are proud that Income is leading the change with our suite of products that offer progressive and differentiated benefits and services.”

BBH Singapore creative director Janson Choo added: “Sometimes in advertising you get an opportunity to create a nice film and print work or say something meaningful or highlight an issue that you hope will get society reflecting on how we can all be better people. This film was an opportunity to do all three at once.”

Chew has previously described insurance advertising in Singapore as “very safe and same-same”, telling Mumbrella in an interview last year he saw an opportunity to “push the envelope at a local company and do something different”.

The brand, and Chew, were criticised earlier in 2016 for a campaign in which Mediacorp actress Rebecca Lim said she was retiring, only to later admit her comments were part of a campaign to promote Income’s retirement products.



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