Award: Gold
Award Year: 2024
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.
Agency
BBH Singapore
Sid Tuli, Managing Director
Sabrina Ang, Account Manager
Siying Goh, Head of Growth
Aditya Saharia, Senior Account Director
Shumin Leow, Art Director
Janson Choo, Executive Creative Director
Khairul Mondzi, Executive Creative Director
Shawn Chew, Senior Producer
Syahmina Abyana, Junior Copywriter
Derri Ng, Producer
Cheryl Koh, Strategist
Client
Income Insurance
Wei Ting Lim, Product Marketing Manager