Max the Stress Ball returns in a new campaign from Income Insurance and BBH Singapore, this time highlighting the reduced need for financial anxiety with the company’s capital-guaranteed savings products, Gro Cash Plus and Gro Cash Sure.
Targeted at middle-aged Singaporeans who prefer lower-risk options for building wealth, the campaign uses humor to position the products as solutions for financial peace of mind.
“Max the Stress Ball struck a chord when BBH Singapore first introduced him: a stress ball who is no longer needed because his owner faces less financial stress,” said Dhiren Amin, Chief Customer Officer at Income Insurance.
“We’re thrilled to bring him back to remind people that when you are financially secured, peace of mind isn’t just possible, it’s expected.”
BBH Singapore first introduced Max the Stress Ball to unsuspecting audiences in 2023, in the debut campaign for Gro Cash Sure – one of Income Insurance’s most successful product launches to date.
“We were shocked and saddened to see the totally 100% real footage of Max the Stress Ball rampaging through his workplace,” said Nico Tangara, Associate Creative Director, BBH Singapore.
“But this is the harsh reality of Income Insurance’s capital guarantee – Gro Cash Plus and Gro Cash Sure are putting stress balls everywhere out of work.”
Credits
Client: Income Insurance
Agency: BBH Singapore
Production Company: Freeflow Productions
