Income Insurance Limited (Income Insurance) is unveiling its new feature of Enhanced Covid-19 coverage for its travel insurance with an 18-minute horror film created by BBH Singapore.
Directed by Kelvin Tong, known for Eating Air and horror hit The Maid, directed and scripted ‘TRAPPED’, a horror story about the worst possible outcome of travelling without adequate Covid-19 insurance coverage. The film also features the work of Joe Ng, a music composer with over 20 years of experience scoring horror films.
According to BBH Singapore, people’s interest in consuming content growing exponentially, and a storytelling approach is Income’s way of embracing these changing consumption habits.
Luke Somasundram of BBH Singapore comments, “This was a thrill to bring to life, and it was only possible thanks to our fearless clients who issued us the best challenge ever — make a genuinely scary film. We all know advertising has its fair share of sleepless nights, but usually for different reasons.”
Dhiren Amin, Chief Customer Officer at Income adds: “This is a campaign that ticks all the boxes – strong product focus to drive business, a shift from ads to content and acts vs. just ads. While travel insurance is re-bounding as a business and Income Insurance is a market leader and growing, this initiative is critical to continue to drive the growth in 2023 and such campaigns help to improve our chances to do so.
Fuelled by BBH and Publicis’ drive, Kelvin Tong’s energy and the internal team’s commitment, this campaign was turned around in just under two months.”
Agency: BBH Singapore + Publicis
Film Production Company: Boku Films
Film Director: Kelvin Tong
Media agency: OMD Singapore
Income Insurance Marketing Team
Income Insurance Digital Growth Team