NTUC Income Singapore promises to take the jargon and fine print out of insurance

In the featured TVC above, an unsatisfied housewife is confused by 'terms and conditions' spouted by a fishmonger whenever a giant red asterisk appears. In another spot (below) a poor bride is confronted by fine print at the altar. 

Across these TVCs, consumers will identify with the red asterisk signalling a pending disclaimer. The spots close with an evolved tagline of: Insurance made simple. Made honest. Made different.

Created by BBH, this is the first set of television commercials launched by NTUC Income since the insurer’s ‘Made Different’ rebranding campaign began in 2009. This current phase extends this campaign, explained Charles Wigley, chairman of BBH Asia. 

"It is the first time NTUC Income has been on TV in some years, and we believe it will have a major impact in the market,” he said. 

The campaign also includes print, online banners and cinema elements that will roll out over the next four months. 

“This campaign depicts how the use of jargon, overcomplicated phrases and terms and conditions can put customers at a disadvantage," commented Lynette Ang, senior vice-president and head of strategic marketing and communications for NTUC Income. "NTUC Income is doing things differently. We’re making our contracts as clear as possible to enable customers to make informed choices.”

The insurance firm aims to "redefine the industry" by simplifying insurance policies, added Ang, "BBH, our creative partners, understood this well and used their insights to create convincing, humorous storylines that resonate with Singaporeans and convey the message.”

CREDITS

Director : Chris Begley
RECD : Steve Elrick
Copywriters : Daniel Ko, Keith Kwek, Dave Thackray
Art Director : Janson Choo ;Scott McClelland
Producer : Daphne Ng, Samantha Dalton
Account Director : Sophina Smith, Ara Hampartsoumian, Jonathan Kang, Jade Cheng
Planner : Charles Wigley, Adil Ismeer, Lindsey Cummings
Production House : Shooting Gallery Asia
Audio House : The Gunnery
Post Production House : VHQ