Award: Gold
Award Year: 2025
Category: New Product, Service or Business – Launch, Innovation or Line Extension
Executive Summary
How can Income multiply insurance sales for Critical Illnesses (CIs) like cancer with just one-fourth its competitors’ distribution force? Through CATEGORY-LEADING INNOVATION. Since life may survive a critical illness, but dreams don’t, Income’s Complete Critical Protect (CCP)—Singapore’s first comprehensive CI plan with optional guaranteed post-illness coverage, enabled people to complete their dreams. CCP’s launch shifted the conversation from INSURING AGAINST DEATH to INSURING YOUR DREAMS—featuring a cancer-survivor-turned-model and a terminally ill patient-turned-film-director. Sales grew 231% year-on-year—beating the industry’s 13% full-year growth—unlocking 83% higher average annual premiums.
Lead Agency
BBH Singapore
Aditya Saharia, Senior Account Director
Sid Tuli, Managing Director
Client
Income Insurance
Irene Tan, DVP and Head of Product Marketing