CASE STUDY: NTUC Income tells Singaporeans to be ready for tomorrow

Background
The insurer recognised that too few Singaporeans have a solid financial plan for the longer term. Procrastination, fear, denial and confusion combine to mean that too many people leave their future financial wellbeing to fate.

Aim
With the prospect of Singapore becoming an increasingly 'grey' society, NTUC Income's retirement planning advertising campaign was conceived in a way that people could relate to the messages and creatives. Hence, it spurred Singaporeans to think of their retirement needs. BBH Asia Pacific and media agency Maxus devised a campaign that encourages every Singaporean to “have a plan for tomorrow”. The work employs various cultural cues that reflect the core audience’s propensity to trust to luck when it comes to financial security, bringing these to life through highly contextual touch-points to ensure maximum impact.

Execution
NTUC Income's 'Be ready for tomorrow. Have a plan.' campaign started in February this year, with the most recent instalment being a 3D jackpot positioned at key bus shelters around the island over the past few weeks. The OOH installation, complete with real button-triggered rollers begs the question 'Is this your best bet for the future?', calling on consumers not to gamble on their retirement plan. Other campaign executions include a creative placement of the 4D results in the Lianhe Wanbao newspaper, as well as an ‘upside down prosperity sign’ press placement that ran on the first day of the Chinese New Year.

Results
The campaign was integral to the product's success, which saw sales results surpassing NTUC Income's targets by 40 per cent.