Singapore – Income Insurance has partnered with BBH Singapore and Publicis Chemistry for its latest cat-themed campaign that highlights the flexibility of its investment products for customers.
Income Insurance wanted to centre the campaign on the flexibility of its investment suite, embodied in a unique campaign metaphorically highlighting a cat’s agility. The insurance company’s ‘Investment-Linked Plans (ILPs)’ empower customers to maximise their investment potential with unparalleled flexibility.
The campaign film, crafted by BBH Singapore, cleverly parallels Income Insurance’s flexible investment-linked products with the agile movements of a confident feline navigating intricate pathways, mirroring how ‘Invest Flex’ and ‘AstraLink’ empower consumers to optimise their investment potential.
Leveraging the online craze for cats and memes to boost the campaign’s impact, Publicis also crafted a collection of cat stickers for WhatsApp and Instagram starring the campaign’s beloved fluffy mascot. Additionally, social media content showcased local cat influencers in amusing poses that highlighted their flexibility, curated specifically for Income Insurance’s channels.
The campaign film is live on YouTube, StarHub TV+, Golden Village Cinemas, and across social media.
Speaking on the campaign, Khairul Mondzi, executive creative director at BBH Singapore, said, “Recognising 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, also shared, “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 the 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.”
