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Income
The Best Gift
RAN IN:
CLIENT
Income
Marcus Chew, CMO
Chloe Fair, Head of Segments
Charis Leong, Senior Executive, Brand Marketing
SUMMARY
In Asia, it is common to financially provide for one’s elderly parents. It’s all part of being filial.
But should your child be your retirement plan?
Singapore insurer, Income, addressed this question in its latest life insurance campaign. Income tackled head-on the ingrained values of Singaporeans, prompting a national and global debate about the parent/child relationship and the implications for retirement planning.
This pushed Income from #3 to #1 in awareness of savings and investment plans, and grew life insurance sales by 13%, all with a declining share of voice.
CASE VIDEO
Type: Business to Consumer
Language: English
