Come rain or shine NTUC Income gets cheeky

Singapore - NTUC Income has rolled out an OOH campaign of 110 bus shelter panels with cheeky posters to promote and raise awareness of Revosave, its new insurance plan that targets educated consumers, PMEBs and technical professionals.

It features a tongue-in-cheek headline which says, "Save for a rainy day, but enjoy all the sunny ones too". Installed from 17 October to 13 November are customised three-dimensional umbrellas that extend upwards from the panels located at five different locations in the suburbs such as Serangoon and Ang Mo Kio, this will be extended to city sites from 24 October to 6 November. The rationale behind the creative was to grab notice as well as highlight the crucial aspect of financial security with the hope of spurring the masses to reflect on their lifestyle and savings.

Lynette Ang, marketing director at NTUC Income said, "Revosave is a unique all-in-one insurance plan. We hope this good news reaches as many of our target audience as possible in a creative and intriguing manner that will excite them to find out more about this plan. JCDecaux's strong bus shelters presence in the city and major townships naturally made it the choice platform to showcase the three-dimensional umbrellas."

The campaign produced by DDB will run for four weeks and will also hit media such as print and radio.