Income Insurance has unveiled a new campaign emphasizing the flexibility of its investment suite, ingeniously illustrated through the metaphor of a cat’s agility.
Unlike traditional product-centric advertisements, this campaign film draws a creative parallel between the flexibility of Income Insurance’s investment-linked products and the nimble movements of cats. Produced by BBH Singapore, the campaign features a fluffy feline confidently navigating a maze of interconnected pipes, symbolizing how Invest Flex and AstraLink products enable consumers to maximize their investment potential with versatility.
Capitalizing on the widespread online popularity of cats and memes, Publicis Chemistry collaborated on the campaign to create a series of cat stickers for WhatsApp and Instagram, featuring the campaign’s charismatic feline. Additionally, social content showcasing local cat influencers in humorous, contorted poses was developed to highlight their flexibility and enhance engagement on Income Insurance’s social media channels.
One of the highlighted products, Invest Flex, offers customers the option to invest up to 105% in a variety of funds managed by a team of experienced investment professionals. This product is specifically targeted at middle-aged Singaporeans, aged 25 to 49, who are generally passive in managing their investments but seek moderate wealth growth.
“Flexibility is crucial in adapting to uncertainties and achieving financial goals when it comes to investments. This campaign effectively highlights this functional benefit in an engaging manner by tapping into the popular TikTok trend of showcasing the flexibility of cats,” stated Dhiren Amin, Chief Customer Officer at Income Insurance.
He added, “The unique combination of the worlds of investments and TikTok cat memes makes this campaign enjoyable and aims to draw attention to Income Insurance’s investment-linked products.”
Khairul Mondzi, Executive Creative Director at BBH Singapore, echoed these sentiments, saying, “Recognizing the dynamic nature of investing, we wanted to present the subject in a fresh and memorable way. By drawing inspiration from the incredible flexibility of cats, we illustrate how our investment plans can be agile, giving customers the confidence to navigate life’s unpredictability.”
This innovative campaign not only underscores the flexibility of Income Insurance’s products but also leverages popular culture to create a memorable and engaging experience for consumers.
