Singapore – Financial services company Singlife has recently unveiled their latest brand campaign, designed to inspire and empower individuals across Singapore to embrace the ‘can-do’ spirit on their journey towards financial freedom.
Singlife’s new campaign via MullenLowe Singapore uses the quintessentially local expression “Caaaaan!” throughout its marketing and communications assets, highlighting the parallels between its brand story and Singapore’s national journey.
This phrase highlighted in the campaign also serves as a reference to Singapore’s spirit of resilience and determination, while simultaneously showcasing Singlife’s commitment to helping Singaporeans achieve their financial goals.
Titled ‘The Dream’, the campaign depicts the aspiration of everyday Singaporeans to retire early with peace of mind, showing a middle-aged couple embarking on an adventurous and relaxing retirement journey with Pierre Png, Singlife’s brand ambassador, showing up as their ‘dream’ neighbour. The film wraps up with the significance of pursuing one’s dreams, and how Singlife empowers Singaporeans to take the first step in achieving their vision of financial freedom.
‘The Dream’ builds on Singlife’s first campaign ‘The Jugglers’ and will also be rolled out over the next few weeks through an integrated, multi-channel communications strategy, encompassing broadcast, radio, digital, and out-of-home advertising (OOH).
Debra Soon, group head of brand, communications, and marketing at Singlife, said, “Some people have grand dreams, while others have modest ones – all are entirely valid. Whatever your dream, Singlife is here to help you confidently say ‘can’ and achieve it with financial freedom.”
Meanwhile, Paul Soon, chief executive officer, MullenLowe Singapore and China, expressed, “In partnership with Singlife, our goal was to craft a campaign that inspires honest conversations among Singaporeans, instilling in them the confidence and reassurance needed to believe they can pave their own way to financial freedom.”
