INCOME

Fallin' Apart

Reuniting a rock band to remind people that life can fall apart without insurance.

The task

To convince underinsured Singaporeans to close the gap in their protection and minimise their financial risk.

The zig

A traditional commercial describing the benefits of sufficient insurance coverage.

the Zag

A music video capturing what it feels like when everything falls apart due to insufficient protection.

the outcome

Fallin' Apart helped Income top the charts with 49% growth in its protection business and a 64% increase in YoY customer acquisition.

BEHIND THE MAGIC

To reach our audience of 30-40-year-old Singaporeans, we engaged The Calling: the band behind the #1 song of the 2000s – the musical era they grew up in.

BEHIND THE MAGIC

To reach our audience of 30-40-year-old Singaporeans, we engaged The Calling: the band behind the #1 song of the 2000s – the musical era they grew up in.

No items found.

BEHIND THE MAGIC

To reach our audience of 30-40-year-old Singaporeans, we engaged The Calling: the band behind the #1 song of the 2000s – the musical era they grew up in.

BEHIND THE MAGIC

To reach our audience of 30-40-year-old Singaporeans, we engaged The Calling: the band behind the #1 song of the 2000s – the musical era they grew up in.

No items found.