Category: New Product, Service or Business – Launch, Innovation, or Line Extension
Executive Summary
With only 3% of Singaporeans owning a Personal Accident policy, Income needed to find a way to drive relevance for the category.
Introducing Fitness Protect, Asia’s first ‘fitness-focused insurance’. In doing so, Income repositioned Personal Accident insurance as Fitness insurance, dramatically changing its Personal Accident customer base from “traffic accident fearers” to “fitness enthusiasts”, accessing 1 million+ active Singaporeans annually.
Launched with a clutter-busting idea, The Super Safety Briefing, Income accomplished what its competitors couldn’t, achieving a growth rate 7.6x ahead of industry category growth.
