SINGAPORE — Financial services company Singlife has launched its latest 360 “Dream” campaign, emphasizing its role in helping Singaporeans achieve financial freedom.
It kicked off with a brand film, the third starring Mediacorp artiste and Singlife brand ambassador Pierre Png, which builds on the story of its 2023 campaign, “The Dream.” The 2024 Dream campaign continues to play on the local expression, “Caaaaan!,” to encourage consumers to dream big and plan so they can achieve their goals in life — no matter how big or small.
The 2024 Dream: Eco Home
Kicking off the campaign is a light-hearted film titled The Dream: Eco Home. Inspired by Singaporeans’ responses to Singlife’s 2023 Financial Freedom Index (FFI), the commercial taps into the insight that many Singaporeans see the ability to give back to society as one key indicator of financial freedom.
It follows the story of a couple who dream of building an eco-home, reflecting an increasing focus on a sustainable, zero-waste future for all. Unfazed by their ambitious aspiration, the couple’s financial adviser assures them that their eco-dream can become a reality. Pierre makes his appearance as the couple’s helpful “dream” neighbor.
The Dream: Eco Home will be rolled out over the coming weeks through an integrated, multi-channel communications strategy, encompassing TV, digital, social, and out-of-home advertising (OOH).
The Dream Cube
Complementing the campaign film is an immersive digital portal called “The Dream Cube” which consumers can take part in and envision their own financial freedom dream. The digital and interactive online portal leverages generative Al to give consumers a glimpse of their own dreams of financial freedom. Participants answer three questions and are then taken through a flow of scenarios. Ultimately, an AI-generated image of their financial freedom dream will be revealed in the palms of their hands through their mobile devices.
Singlife Group Head of Brand, Communications, Marketing, and Experience, Debra Soon, said, “We want to empower Singaporeans and partner with them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that, with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”
