Aimed at brand awareness and running through June, the campaign centers on the brand's "iconic" green cubes with messages relating to life insurance, wealth management and retirement planning. Creative was handled by Lyon & Dianzi and media by MEC.
The TVC, featured on Channels 5 and 8, Channel NewsAsia and Starhub Cable, showcases a family expressing its goals and dreams. Other elements of the campaign include taxi wraps, MRT displays (one of which features a giant illuminated display with audio effects) and an event at Knightsbridge 18-20 May. QR codes on the OOH ads lead to an online puzzle game, which can also be found via Facebook, Yahoo! Singapore, and AsiaOne.
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