Sin­ga­pore life re­in­forces new life

Singapore Business Review - - INSURANCE INDUSTRY SURVEY: SINGAPORE LIFE -

Apart from mak­ing a name for it­self as the in­surtech in Sin­ga­pore with the largest fundrais­ing to date, the first life in­sur­ance com­pany to be li­cenced by MAS in 47 years, and the first life in­sur­ance firm to of­fer end-to-end life in­sur­ance dig­i­tal prod­ucts and ser­vices, Sin­ga­pore Life has also cap­tured the emo­tions of peo­ple in its first ever brand aware­ness cam­paign in the city-state.

In Oc­to­ber 2017, Sin­ga­pore Life re­leased a new ad­ver­tis­ing cam­paign fea­tur­ing six women—four Chi­nese, one In­dian, and one Malay, show­ing Sin­ga­pore’s eth­nic di­ver­sity—giv­ing live birth on cam­era to high­light the “raw­ness and re­al­ity” of child­birth and the im­por­tance of pro­tect­ing life. The monochro­matic short film shows the strug­gles of moth­ers in rear­ing and de­liv­er­ing a child to this world, high­light­ing the im­por­tance of pro­tect­ing them by pro­tect­ing your­self. The video is 2 min­utes 45 sec­onds long and ends with the line that goes, “The mo­ment in life when you re­alise you need Life,” and then pans to Sin­ga­pore Life as the brand.

“We be­lieve that life is worth cel­e­brat­ing and life is worth pro­tect­ing and that mir­a­cle of birth and all the emo­tions that are so fa­mil­iar to us, par­ents, and all the love and ded­i­ca­tion and joy that we get from that fam­ily we cre­ate is a mo­men­tous, im­por­tant oc­ca­sion, and it re­minds us of how price­less life is,” de Oude said. “Sin­ga­pore Life wants to be as­so­ci­ated with the good part of cel­e­brat­ing life, of cel­e­brat­ing birth, be­ing part of peo­ple’s lives,” the Sin­ga­pore Life CEO said. “We don’t buy life in­sur­ance for our­selves, we buy it for oth­ers, for those that would strug­gle if we were no longer there.”

A suc­cess­ful cam­paign

de Oude said that the brand and mar­ket­ing cam­paign has been a roar­ing suc­cess for the com­pany in terms of let­ting peo­ple know who they are as a com­pany and what they’re of­fer­ing, as well as what they value most as their core prin­ci­ple in serv­ing the peo­ple. “That is trans­lat­ing into ac­tiv­ity and sales, which we’re thrilled with.”

“What we’re find­ing, and this is a crit­i­cal thing, is that peo­ple are look­ing for bet­ter life in­sur­ance ex­pe­ri­ence and are look­ing for bet­ter value. We have been ab­so­lutely true to de­liver that as­pi­ra­tion for clients and we’re see­ing that trac­tion com­ing through in the early days of ac­tiv­ity that we’ve seen,” he noted.

“We feel em­pow­ered. We feel well-ac­cepted by cus­tomers and the mar­ket. We will grow strength to strength,” de Oude con­cluded.

Sin­ga­pore Life of­fice

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