NTUC Income has rolled out a marketing blitz to show its consumers how it is eradicating jargon and complicated terms and conditions in its policies.
As part of its ‘Made Different' series of ads by BBH, the campaign leads with TVCs showing an unsatisfied housewife buying poor quality fish and a confused and offended bride at the altar, all humorously lambasting the ‘terms and conditions'-filled language that insurance companies often use.
It also depicts a big red asterisk as an "enemy", which is what is often placed on a typical insurance disclaimer.
The campaign also includes print, online banners and cinema that will run over the next four months.
Lynette Ang, senior vice president and head, strategic marketing and communications said that campaign was aimed at showing how these jargon and complicated terms put customers at a disadvantage.
"We're making our contracts as clear as possible to enable customers to make informed choices. We're declaring our bold ambition to redefine the industry and make insurance simple, honest, different," she added.
Charles Wigley, chairman BBH Asia said it is the first time NTUC Income has been on TV for several years adding that the campaign is expected to have a "major impact in the market."