Singapore – Income Insurance is encouraging homeowners to look beyond bricks and mortar in its latest campaign with Leo Singapore, reframing home insurance around the memories and moments that make a house feel like home.
Titled ‘Home is where memories live. Protect yours with Enhanced Home Insurance,’ the campaign aims to address misconceptions around home protection while highlighting the emotional value attached to everyday spaces and belongings.
The campaign comes as survey findings commissioned by Income Insurance revealed that while 93% of homeowners recognise that fire insurance and home insurance are different, only three in 10 clearly understand how their coverage differs.
The insurer said this knowledge gap could leave homeowners unaware of the protection available for their belongings, renovations and personal possessions.
At the centre of the campaign is a film following a young woman as she returns to her childhood home. As she revisits familiar rooms and treasured objects, memories of her family unfold, reinforcing the idea that a home’s true value lies not only in its physical structure but also in the experiences it holds.
Extending the storytelling across digital channels, the campaign transforms everyday household items into symbols of shared memories.
A sofa becomes movie nights, a dining table represents family conversations, and a bed evokes bedtime stories, encouraging audiences to think about what they are truly protecting.
Dhiren Amin, Chief Customer Officer at Income Insurance, said the campaign seeks to broaden how homeowners think about protecting their homes.
“A home is much more than just walls and structures; it is where our most cherished memories live. Yet when it comes to home protection, many homeowners focus on the property and overlook the belongings and personal possessions that give a home its meaning. Through this campaign, we hope to inspire Singaporeans to rethink what it truly means to protect a home.”
Meanwhile, Asheen Naidu, Group Executive Creative Director at Leo Singapore, said the creative strategy shifted the focus from possessions to the experiences attached to them.
“Most home insurance advertising focuses on things people own. We wanted to focus on what those things represent. By shifting the conversation from possessions to the moments attached to them, we created a campaign that reminds homeowners what they are really protecting.”
The campaign is now running across digital and social platforms including YouTube, Facebook and Instagram, as well as cinemas and StarHub TV in Singapore.
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