Publicis and Income Insurance Compare Cats’ Flexibility to Investments Through Latest Ad – Campaign Brief Asia
Income Insurance created a proposition around flexibility for its suite of investment products, brought to life through a unique metaphorical campaign around the flexibility of a cat from BBH Singapore and Publicis Chemistry. These Investment Linked Plans (ILPs) maximize clients’ ability to achieve their investment potential flexibly.
In contrast to the product-oriented ads, the campaign film draws parallels between the flexibility of products linked to Income Insurance’s investment and the agility of cats. The campaign, by BBH Singapore, follows a cute feline as he navigates the intricate paths of interconnected pipes with confidence, just as Invest Flex and AstraLink enable consumers to maximize their investment potential with flexibility.
Leveraging the online popularity of cats and memes to amplify the campaign’s messages, Publicis created a series of cat stickers for WhatsApp and Instagram featuring the campaign’s resident floof. Social content that featured local influencers of contorted cats in humorous positions that demonstrated their flexibility was also produced for Income Insurance’s social media channels.
Invest Flex, one of the investment linked products, offers clients the flexibility to invest up to 105% in a range of funds of their choice, which are continuously monitored by a team of experienced investment professionals. It also gives customers the control to switch their investments between available funds at any time at no cost2 and includes features such as the option to take premium holidays at no cost for up to 120 months from the 5th policy anniversary.
It is aimed at middle-aged Singaporeans, independent adults and parents (25 – 49 years old), who are passive managers of their investments but are interested in moderate wealth growth.
Khairul Mondzi, Executive Creative Director at BBH Singapore, comments: “Recognizing the dynamic nature of investing, we wanted to approach the subject with a refreshing and memorable perspective. Taking inspiration from the incredible flexibility of cats, we show how investment plans can be agile to give clients the confidence to navigate the unpredictable nature of life.”
Dhiren Amin, Chief Customer Officer at Income Insurance, adds: “When it comes to investments, flexibility is key to adapting to uncertainty and achieving financial goals. This campaign does the job of highlighting a functional benefit in an interesting way, capitalizing on a TikTok trend of showcasing the flexibility of cats. The very correlation of the two rather disconnected worlds of investing and Tik Tok cat memes makes this campaign enjoyable and hopefully draws people into the world of Income Insurance’s investment-linked products.”
The campaign film is live on YouTube, StarHub TV+, Golden Village Cinemas and social media.
Find out more at income.com.sg/investment-linked-plans.
Credits
Client: Income Insurance
Agency: BBH Singapore x Publicis
Producer: ALT VFX (Australia)
