Income Insurance has created a flexibility proposition for its investment range, brought to life through a unique metaphorical campaign on flexibility in cats by BBH Singapore and Publicis Chemistry. These Investment Linked Plans (ILPs) empower clients to realise the full potential of their investments with flexibility.
In contrast to the product-led spots, the campaign film draws parallels between the flexibility of Income Insurance’s investment-related products and the agility of a cat. The campaign by BBH Singapore follows a fluffy cat as he confidently navigates a complex channel of interconnected pipes, just as Invest Flex and AstraLink give consumers flexibility to maximise their investment potential.
To reinforce the campaign’s message, Publicis created a series of cat stickers for WhatsApp and Instagram, leveraging popular internet cats and memes, featuring the campaign’s fluffy feline staples. Social content was also created for Income Insurance’s social media channels, featuring local cat influencers contorting their bodies in humorous poses to show off their flexibility.
InvestFlex, an investment linked product, offers clients the flexibility to invest up to 105% in various funds of their choice. These funds are continuously monitored by a team of experienced investment professionals. It also allows clients to switch investments between available funds at any time free of charge and has other features such as the option to avail premium holidays free of charge for up to 120 months from the fifth anniversary of the contract.
It is targeted at independent, adult and middle-aged Singaporeans of parent age (25-49 years) who are interested in moderate wealth growth whilst being passive investment managers.
“Recognising the dynamic nature of investing, we wanted to approach the subject with a fresh and memorable perspective. Drawing inspiration from the incredible flexibility of cats, we show how investment planning can become agile, giving clients the confidence to navigate the unpredictability of life,” said Khairul Monji, executive creative director, BBH Singapore.
Dhiren Amin, chief customer officer at Income Insurance, added: “When it comes to investing, flexibility is key to adapt to uncertainty and achieve your financial goals. This campaign capitalises on the TikTok trend showcasing cat flexibility to highlight an otherwise functional benefit in an interesting way. With so much correlation between two seemingly unrelated worlds – investing and Tik Tok cat memes – we hope this campaign will be fun and intrigue people into the world of Income Insurance’s investment-related products.”
The campaign film will be streamed live on YouTube, StarHub TV+, Golden Village Cinemas and social media.
For more information, visit income.com.sg/investment-linked-plans
credit
Client: Income Insurance
Agency: BBH Singapore x Publicis
Production company: ALT VFX (Australia)
