NTUC Income | Made Different | Singapore

The campaign, entitled ‘Made Different’, marks a complete brand identity and communications format overhaul for Singapore’s largest life, health and general insurer.

The campaign will launch officially on September 2 and can be spotted across all communications, including print, outdoor advertising, and online banners, over the next two months.

"NTUC Income is made different from all other insurance companies in Singapore. We believe our customers will experience a sea change in awareness and meaning of the brand,” said Tan Suee Chieh, chief executive NTUC Income.

Charles Wigley, chairman, BBH Asia, added: "The campaign encapsulates so much of what NTUC Income is about. It's a brand with a social mission, something that strongly differentiates it from other insurers here and offers consumers many benefits. Our job was simply to bring this to the forefront of the brand's communications."

BBH Asia Pacific was named NTUC Income’s creative agency of record in March 2008, an appointment that marked the first time the life insurance firm had outsourced its entire creative work and brand strategy to an agency.








Credits:
Project Made Different
Client NTUC Income
Creative agency BBH Asia Pacific
Copywriters Steve Elrick, Daniel Ko, Noel Yeo
Art directors Hoon Pin Kek (ATL), Jimmy Neo (Logo)
Account servicing Ara Hampartsoumian, Sophina Smith, Nicole Ong, Jonathan Kang
Planners Charles Wigley, Cherry Chan
Media agency PHD
Media planners Russell Lai, Evelyn Lim, Kai Ying Ting
Production company Groovy
Director of photography Lai
Editor & re-toucher Procolor
Exposure print, outdoor, online, below-the-line