The Results

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The Challenge

The travel insurance market in Singapore peaks sharply during travel season and so does competition. Etiqa was operating in a crowded landscape alongside major insurers like FWD, Singlife, and AIA, while facing rising costs per conversion across paid channels.

To stay competitive and drive incremental growth, Etiqa needed a way to attract new-to-brand customers at scale while maintaining efficiency. They launched a Free Travel Insurance campaign offering daily vouchers to new online customers. The objective was clear: break through a saturated market, increase brand discovery among outbound Singapore travelers, and turn interest into conversion across both digital and physical environments.

The challenge was not just to generate traffic but to ensure new customers actively considered Etiqa at the moment of travel planning when insurance decisions were being made.

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The Solution

To meet these goals, ADA designed a full-funnel acquisition strategy that blended online performance marketing with offline reach. Rather than relying solely on digital demand, we created visibility across real-world touchpoints to influence purchase intent earlier and more strategically.

We activated high-intent platforms such as Google Search, Performance Max, Meta, and Quora to intercept users during active research moments. These channels captured mid-to-lower funnel demand and funneled users directly into the Free Travel Insurance offer.

At the same time, we built offline exposure to drive top-of-funnel interest and strengthen recall. The campaign was present where travelers were already moving, commuting, listening, and planning, creating multiple opportunities for Etiqa to enter the decision journey.

This integrated approach ensured Etiqa could remain visible not just in ad feeds, but in everyday life, meeting customers at the intersection of intention and action.

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The Execution

We began with a full audit of the travel insurance category to identify behavioral patterns, competitive pressure points, and channel white space. This intelligence guided both media planning and creative deployment.

1. Audience Strategy

We focused on first-time buyers using tailored messaging built around a clear value driver: Free Travel Insurance. The proposition spoke directly to cost-conscious travelers and reduced hesitation during the evaluation stage.‍

2. Media Strategy

Our online channels were activated for performance at scale:

• Google Search and Performance Max to capture high-intent demand
• Meta to reach travelers in discovery and consideration modes
• Quora to influence research behavior with context-driven placements

Offline execution worked in parallel through a partnership with TMM. This included:

• High-traffic MRT QR placements, linking commuters directly to the landing page
• Radio exposure via Kiss Radio, reinforcing recall during commuting hours

3. Creative Strategy

We introduced urgency-driven messaging to activate consideration. Sitelinks across search campaigns reinforced the Free Travel offer and simplified the user experience at click level.

Offline creatives and QR led consumers seamlessly into the online environment, minimizing friction between awareness and action.

The outcome was an ecosystem where offline exposure amplified online performance and digital intent translated into measurable results.

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