Staff Reporters
Oct 5, 2020

NTUC Income employs 'Semoga Bahagia' for insurance campaign

Well-known song full of advice for children becomes the centrepiece in a campaign by BBH Singapore.

NTUC Income has used a famous song about children, 'Semoga Bahagia', to encourage parents to buy life insurance for themselves. A film by BBH leads off a three-month campaign that launched on October 1 and includes Singtel TV and cinema along with social and digital channels.

The title of the song translates to 'May you achieve happiness'.

The brand found through research with Nielsen that 82% of parents agree that money and financial stability are important to their child’s sense of security and in turn happiness. Yet 73% felt that they would have no choice but to cut back on expenses linked to their child’s happiness if they suffered an income reduction due to a critical illness.

CREDITS

Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Strategy: Rebecca Ash
Senior Strategist: Amanda Lim
Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Nicky Loh
Audio Production: Fuse Adventures in Audio
Client credits:
Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair
Assistant Managers, Brand Marketing: Charis Leong & Lim Wei Ting

Source:
Campaign Asia
Topics

Related Articles

Just Published

11 hours ago

The anti-trend trend: How Starbucks aspires to use ...

THE CMO'S MO: Inspired by Apple, Starbucks Asia's marketing head, Samuel Fung, is blending tradition and innovation with a back-to-basics approach to build loyalty in a competitive market.

12 hours ago

STB partners with NBA to attract fans from the region

The Singapore Tourism Board seeks to make the city state an attractive destination for sport fans, as it looks further afield to boost its ambitious goals for inbound visitors.

12 hours ago

X partners with Magnite to boost programmatic ad sales

Magnite joins Google and PubMatic as official third-party sellers of X’s ad inventory which can help fill unsold inventory and attract more advertisers.

12 hours ago

Love looks different in Asia now, and so should ...

More people in Asia are choosing singlehood; it’s time brands moved beyond dated romantic tropes to catch up with times for V-Day marketing, argues this writer.