New NTUC Income campaign from BBH pitches insurance as a sign of ‘True Care’
A new campaign for NTUC Income by BBH Singapore called ‘True care is not always obvious’ sought to reframe insurance as a sign of genuine love and concern, not a cold transactional purchase.
In the film, a woman who returns to a messy house, decides a non-lowered toilet seat is the last straw.
She takes a photo of the offensive loo and is on the point of condemning her husband to the wrath and collective scorn of the internet – including several Singaporean bloggers and influencers – when she realises he was distracted by the task of buying insurance for the family.
The campaign was backed by recent research commissioned by Income, a leading Singapore insurer and conducted by Nielsen, surveying 329 married adults between age 25 and 49.
The research revealed that 90% of respondents perceived having life insurance as an act of care towards their families. It further revealed only 15% of respondents knew the full details of their spouse’s life insurance plans. And that two out of five people surveyed would not proactively share these details; 35% cited “privacy” as a concern and 34% picked “bad luck”.
NTUC Income chief marketing officer Marcus Chew said: “Given that couples do not have the habit of sharing details about their life insurance plans with each other, we wanted to help them kick-start conversations on their coverage needs and to plug protection gaps more effectively.
“Being married myself, I’m aware that couples have the tendency to sweat over small things and overlook what truly matters. Having adequate life insurance protection is one such issue and we would like to lead couples in Singapore to be more cognisant of the fact that true care may not always be obvious.
“We want them to consider adequate financial cover in the event of death, disability and critical illness so as to close their protection gaps.”
BBH Singapore creative director Janson Choo said: “Our creative strategy revolves around using common couple dynamics to communicate how sometimes we can miss the woods for the trees and fail to notice signs of true care when they are not that obvious and visible.”
Credits:
Brand: Income Protection Plans
Chief marketing officer: Marcus Chew
Head of brand marketing: Chloe Fair
Agency: BBH Singapore
Chief creative officer: Joakim Borgstrom
Creative director: Janson Choo & Khairul Mondzi
Account director: Manavi Sharma
Head of planning: Thomas Wagner
Strategist: Amanda Lim
Producer: Kim Lim
Production company: Nakid Productions
Well its official…even John Hegartys soul has finally checked out of their building.
This was bloody awful
ReplyHaha. Silly and retarded. I like!
ReplyFor the house to get that messy the husband must have been on the phone for HOURS – probably getting hassled to buy riders and being cross-sold into plans that he just doesn’t need. Ok insight, bad execution.
ReplyThis is excellent, like the way they use humour and the twist to make the product relevant. It doesn’t always need to be emotional for it to work.
ReplyShockingly poor attempt at doing a “zany” Thai ad.
ReplyThis stuff is overseen and executed by [Edited under Mumbrella’s community guidelines]. 95% of the ad is spent on milking that toilet seat, not the actual product. Guess BBH is not the agency that we were told to fear.
If you want a tip on how to do creative effective advertising in the insurance space, check out ‘Mayhem’ by Allstate insurance.
ReplyI thought the mayhem work is pretty bad and sold on fear which is every insurance work’s first thoughts. Can’t believe they are still at it.
Not saying this ntuc work is the best but by far one of the better ones (there were probably only 2) I saw in the cinema recently.
ReplyOnly a moron (or a butthurt creative on this campaign) would say
the Mayhem idea is based on traditional fear.
Need to familiarise yourself with the concept of dark humour.
ReplyYou will have to look at the local context. Don’t think the mayhem type of dark humour will work for the Singapore market.
ReplyBBH is Asia has never been the agency we were told it was.
It feels at times that they just sold the branding and said “Good luck”
Singapore at least tried. But mostly it [Edited under Mumbrella’s community guidelines].
ReplyWow, you guys are just damn salty and sour. Post a link of a better work you have done instead of just being a armchair critic.
ReplyApplaud the fact they didn’t use scenarios of loss or struggle that most insurance ads use to induce fear. There needs to be more use of humor in the insurance space, and they still managed to highlight the purpose of the product. Good job.
ReplyBoo hoo. You guys take yourselves too seriously.
ReplyNEVER MAKE JOKES ABOUT PEOPLE’S MONEY.
ReplyHave your say