SINGAPORE — There was once a formula to successful living. But in today’s world, there are more options than ever. People are choosing to graduate at 60, retire at 30, move out to live independently, make unconventional career choices and form non-traditional family units.
To serve these changing consumer needs, NTUC Income (Income) is evolving from an insurer ‘Made Different’ to a company that is ‘Made Yours’, taking a personal approach to financial planning and designing products, services and customer experiences that are suited to every individual.
The integrated brand campaign, led by a two-minute film, celebrates the distinct experiences and life journey of every person. It features a nano-drone shot that flies through a housing complex capturing unique moments in different homes in a single take. The film demonstrates how diverse Singaporeans’ lives are despite living side by side, and how no two moments are experienced the same way, just as how no two Singaporeans’ financial needs are the same.
Commenting on the brand refresh, Marcus Chew, CMO, Income, said, “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. 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.”
Janson Choo, Group Creative Director, BBH Singapore, added: “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. 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.”
CREDITS
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
