Etiqa captures real-life stories to spotlight unexpected moments

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Etiqa Insurance Singapore has unveiled "Live ready with you", a new brand campaign that brings to life how preparation, protection, and partnership can help Singaporeans navigate life’s unexpected turns.

The campaign builds on Etiqa’s long-running "With you" narrative, but shifts focus to how readiness can empower people to move forward with confidence even when life does not go according to plan.

At the heart of the campaign are emotional, real-life stories that capture life’s unpredictability from a sudden health scare and a surprise proposal to a father balancing work and family, a grandmother passing down her legacy, and a traveler losing his way.

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These moments are captured in a cinematic brand film of five vignettes, illustrating that while life may throw curveballs, the right support can help people face the future with resilience.

“Singaporeans are more financially aware than ever, yet there is still a sense of uncertainty about the future,” said Raymond Ong, CEO of Etiqa Insurance Singapore.

“Readiness is not about having all the answers, but about having a trusted partner who gives you the confidence to move forward. 'Live ready with you' is our commitment to stand by our customers through life’s unexpected moments," he added.

The campaign will roll out progressively across digital channels, out-of-home platforms, and Etiqa’s own touchpoints, bringing the stories to life across online video, social media, buses, Comfort taxis, MRT stations, and premium digital sites, as well as on Etiqa's website

Through "Live ready with you", Etiqa positions itself not just as an insurer, but as a partner that offers reassurance, support, and peace of mind when it matters most. It comes after the insurer's "With you for the ride" brand campaign in 2023, where it targeted adventurous Singaporeans instead.

The campaign challenged the way insurance is portrayed and utilised compelling personal narratives and dynamic visuals to humanise insurance to a wider audience while also making relatable the aspirations and dreams of Singaporeans.

The campaign featured a short film that highlighted how life’s unpredictable journeys can become less overwhelming when one is properly insured. It featured individuals from various age groups as they embark on life’s adventures such as 20-year-olds having parties, 30-year-olds advancing in their careers and 40-year-olds building up their families to name a few.

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