In a bold new move, Income Insurance Limited (Income Insurance) used an 18-minute horror film produced by BBH Singapore to announce a new feature called enhanced COVID-19 coverage for travel insurance.
Directed and written by Singaporean horror film pioneer Kelvin Tong, known for Eating Air and horror hit The Maid, TRAPPED traveled without proper COVID-19 insurance. A thrilling 18-minute horror story about the worst possible outcome.
Through the film, Income Insurance emphasizes the importance of having a plan with enhanced COVID-19 coverage, and that contracting COVID-19 while traveling can still be an unpleasant experience. emphasizes that there is
With people’s interest in consuming content growing exponentially and consequently avoiding advertising altogether, this storytelling approach is an income way of embracing these changing consumption habits.
To heighten the horror element, BBH also brought in the skills of Joan, a music composer with over 20 years of experience making horror film scores. Inspired by his MOGO for Income, he was the creator of TRAPPED’s horror-themed soundscapes that highlighted the film’s tense and frightening moments.
Ahead of the film’s release, the ’30s trailer toured digital, social and thematic microsites, generating over 1.8 million impressions and 370,600 views on Facebook, Instagram, YouTube and Tiktok within 12 days of release , garnered over 34,200 engagements. .
The film is currently available on YouTube, StarHub TV+ Streaming, Film and Feature Content platforms. It is also available on the campaign microsite.
To allow consumers to further experience ‘Trapped’ in real life, Income Insurance has teamed up with escape artists to create themed immersive escape rooms as a continuation of the film’s story, slated for release in 2023. Starts in June.
Luke Somasundrum of BBH Singapore said, “It’s been a thrill to make this happen, and it was only possible thanks to our fearless client who gave us the greatest challenge ever of making a truly scary film.” Told. We all know that ads cause our fair share of sleepless nights, but there are usually a variety of reasons. “
Dillen Amin, Chief Customer Officer at Income said: “This is a campaign that ticks all the boxes: a strong product focus to drive the business, a shift from advertising to content, and a shift from advertising to action. With Income Insurance continuing to grow as a market leader, this effort is essential to continue driving growth in 2023, and campaigns like these help boost that opportunity. ‘s drive, Kelvin Tong’s energy and the dedication of our in-house team turned this campaign around in less than two months.”
This campaign is the second of Publicis Groupe’s integrated agency services for income insurance. BBH will continue to be the creative lead, with digital/social and loyalty mandates handled by Digitas and Epsilon respectively.
It follows Gro Cash Sure, a new savings plan Income Insurance launched in March that puts Max the Stress Ball, a giant human-sized yellow space hopper, at the center of its creative. .
Agency: BBH Singapore + Publicis
Film production company: Boku Films
Film Director: Kelvin Tong
Media: OMD Singapore
income insurance marketing team
Income Insurance Digital Growth Team
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