The Campaign

Let’s face it. An insurance agent is the enemy. He’s usually a middle-aged pot-bellied man with a combover and thick glasses, that occasionally accosts you and drags you to a cheap local café to talk about you dying. We needed to show you that an insurance agent is a person, not a corporate slave. One who knows your (twenty something year old) needs. Because, like you, he’s a twenty something that lives the same life as you.

Creative Execution

- Adviser Connect is a website. And we needed to direct traffic and usage. - Facebook ads, Google display network, Yahoo ads – our targeting filters are broad to capture youths with different interests. With low financial literacy among the youth, we had to target people from different backgrounds and varied interests. - Time: Ads were placed when there is a higher availability of financial adviser

Adviser Connect brought in new leads by providing people with a platform to reach out to advisers. The total number of leads increased by 18%, despite the number of our hired advisers dropping in numbers. Of this 18%, enquires from customers aged 18 to 24 specifically increased by 70%. That was bang on target. This campaign has just won us an EFFIEs 2016 Gold.

NTUC Income is downaging their audience, but youth seldom ever think of Insurance. Our motto is “Made Different” and everything we do must portray a forward-looking spirit. Adviser Connect was launched based on one insight – that youth hated insurance agents because they’re old “uncles” who didn’t understand the lifestyle of youth today. But we needed advisers to connect with buyers because 90% of our leads come from advisers. We used online dating as an inspiration and created a Tinder-like website, where youth could chat filter the kind of adviser they were looking for, and chat with them before they

Insights, Strategy and the Idea

Adviser Connect was launched. This Tinder-like “dating” site would allow the shy youth to virtually meet a plethora of advisers. Filters like age, sex, and interests would allow you to chat with an adviser who understands your needs, but without the awkwardness of meeting them first. This innovative new platform was a category first, and needed to be promoted with gusto. Relevance had to be created with the right message, with the right medium, at the right moment. We identified the moments that the benefits of insurance would be most salient in order to bring this to life.