Creative Execution

The app, developed for free on both iPhone and Android platforms, comprises a recording device which captures footage of the road and enables drivers to conveniently submit their videos as evidence when making motor insurance claims. For NTUC Income motor policyholders, Orange Eye comes with the additional option to notify Orange Force, its 24/7 accident response team. Marketing Acitvities: • PR activities – Soft launch, media releases • Outdoor Advertising – Adshel • Digital Advertising – Media banners on websites and Google networks • Social Media Marketing - Collaboration with Singapore Reckless Drivers’ (SRD) Community, Facebook contests, YouTube video

Results • In-Car Phone Holder Giveaway on Facebook (Sponsored Post) – Over 500 participants in four weeks • In-Car Phone Holder Giveaway (on SRD Community Facebook page) – Over 100 participants in one week • As of 1st July 2014, there are a total of 4,580 downloads on iTunes and 5,374 downloads on Google Play Store. Rated 4 stars on Google Play with these comments: “Good stuff! Useful app when one needs help in an accident.” Vincent Lim, Google Play Store “It’s a great app that transform your phone to a DVR and it does better than some of the basic DVR as it captures speed and location and allows u to share instantly! Try now! #OrangeEye” Desngwq, Apple App Store

Insight: In-car camera usage: A growing trend The use of in-car cameras has grown significantly in recent years with a marked increase in policyholders submitting their claims together with the video evidence. Idea To create a first of its kind mobile application to encourage drivers to submit video footage in the event of an accident. Strategy The app will be made available free on both iPhone and Android platforms and will comprise a recording device which captures footage of the road and enables drivers to conveniently submit their videos as evidence when making motor insurance claims. For NTUC Income motor policyholders, Orange Eye comes with the additional option to notify Orange Force, its 24/7 accident response team.