SINGAPORE — Income Insurance has created a proposition around flexibility for its investment suite of products, brought alive through a unique metaphorical campaign around a cat’s flexibility by BBH Singapore and Publicis Chemistry. These Investment-Linked Plans (ILPs) maximize the ability of customers to achieve their investment potential with flexibility.
In contrast to product-led spots, the campaign film draws parallels between the flexibility of Income Insurance’s investment-linked products and the agility of cats. The campaign, produced by BBH Singapore, follows a fluffy feline as it navigates the intricate pathways of interconnected pipes with confidence, just as Invest Flex and AstraLink allow consumers to maximize their investment potential with flexibility.
Tapping into the online popularity of cats and memes to amplify the campaign’s messaging, Publicis created a series of cat stickers for WhatsApp and Instagram featuring the campaign’s resident floof. Social content that featured local cat influencers contorted in humorous positions that demonstrated their flexibility was also produced for Income Insurance’s social media channels.
Invest Flex, one of the investment-linked products, offers customers the flexibility to invest up to 105% in a range of funds of their choice, continuously being monitored by a team of experienced investment professionals. It also allows customers to switch their investments between available funds anytime at no charge. It includes features like the option to take a premium holiday at no charge for up to 120 months from the 5th policy anniversary.
It is targeted towards middle-aged Singaporeans between the ages of independent adults and parents (25 to 49 years old) who are passive managers of their investments but are interested in moderate wealth growth.
Khairul Mondzi, Executive Creative Director at BBH Singapore, commented, “Recognizing the dynamic nature of investing, we wanted to address the subject with a refreshing and memorable perspective. Drawing inspiration from the incredible flexibility of cats, we show how investment plans can be agile to give customers the confidence to navigate life’s unpredictable nature.”
Dhiren Amin, Chief Customer Officer at Income Insurance, added, “When it comes to investments, flexibility is key to adapting to uncertainties and achieving financial goals. This campaign does the job of highlighting an otherwise functional benefit in an interesting way, tapping into a TikTok trend of showing the flexibility of cats. The very correlation of the two rather unconnected worlds of investments and Tik Tok cat memes makes this campaign enjoyable and hopefully draws people into the world of Income Insurance’s investment-linked products.”
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