NTUC Income has launched an incredible new spot celebrating the diversity and complexity of our journeys through life. The film was a collaboration with BBH Singapore and Freeflow Productions.
The two-minute spot zips between different families in a single housing complex, detailing the differences in those that live so close to one another. It’s successful at humanizing an insurance company, showing the value and the need for such a brand. Life happens, death happens, broken bones and cancer happen.
Perhaps more impressive than the content and story is the production. According to a release, the film features a single shot from a nano-drone.
If this is true, that drone pilot needs an award. It’s the camera work that draws it all together and the drone somehow squeezes through improbably tight windows and corridors to get beautiful shots.
“Our customers are becoming more diverse and have more complex needs than before. They are also becoming more discerning – 40% of customers decide whether to stay with an insurer based on the quality of their customer experience with them,” Marcus Chew, CMO, Income.
“So it was time for our approach to financial planning to evolve as well. ‘Made Yours’ is our promise to be empathetic and inclusive, while empowering better financial well-being amongst our customers. We are investing in the data, technology and people needed for us to better understand and anticipate our customers’ needs, so that our customers can make the best possible financial decisions for themselves, at the right points in time.”
“It has been rather emotional closing the “Made Different” era as we launch the next brand phase of Income. ‘Made Yours’ will continue to champion Income’s DNA of being the people’s insurer while evolving with the times to reflect modern day needs that are only going to get more diverse,” said Janson Choo, group creative director, BBH Singapore.
” Who says marriage isn’t for those in their 60s? Or that parenthood always looks perfect? No matter what your journey looks like, Income will accompany you along the way.”
AGENCY: BBH Singapore
CHIEF CREATIVE OFFICER: Sascha Kuntze
CREATIVE DIRECTOR: Janson Choo & Khairul Mondzi
SENIOR ART DIRECTOR: Sid Lim
BUSINESS DIRECTOR: Manavi Sharma
ASSOCIATE ACCOUNT DIRECTOR: Shu Li Tan
HEAD OF PLANNING: Rebecca Ash
SENIOR STRATEGIST: Amanda Lim
AGENCY PRODUCER: Kim Lim
PRODUCTION COMPANY: Freeflow Productions
DIRECTOR: Roslee Yusof
CLIENT: NTUC Income
CHIEF MARKETING OFFICER: Marcus Chew
HEAD OF BRAND & DIGITAL MARKETING: Saffry Hoo
HEAD OF SEGMENT MARKETING: Chloe Fair
ASSISTANT MANAGER, BRAND & DIGITAL MARKETING: Jillian Goodenough
ASSISTANT MANAGER, PRODUCT MARKETING: Lim Wei Ting
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