Singapore life reinforces new 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