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Problem Statement

Etiqa ranked 7th in the Singapore insurance market, needing to differentiate itself and resonate with consumers.

Insight

To resonate with Singaporeans, we discovered they grapple with financial anxieties, job security, and rising costs of living. They seek balance and celebrate small wins, with 7/10 celebrating minor milestones and 89% valuing life experiences over material possessions.

Strategy

ADA positioned Etiqa as a companion for life's unpredictability, using vibrant and bold digital content to stand out. The campaign aimed to empower individuals with tailored insurance solutions.

Execution

•Brand Film was launched on digital channels and cinemas, with various cutdown versions.

•Social Ads: Targeted at younger audiences on Meta.

•MCanvas Gamification: Introduced the"Surf the Journey" mobile game.

•Digital and YouTube Ads: Reached a wide demographic range.

•Bus and Train Wraps: Created a mobile billboard effect.

•SMRT Pillar Takeover: Engaged audiences at Dhoby Ghaut Station.

Awards

MARKies Awards 2024:

•Most Creative – Immersive Brand Activation (GOLD)

•Most Creative – Out-of-Home (BRONZE)

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