Singlife names first local brand ambassador

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Singlife with Aviva (Singlife) has named Mediacorp Artiste, Pierre Png, as its brand ambassador. Png fronts the first brand campaign for Singlife, following the merger of Singlife and Aviva Singapore at the start of the year.

Singlife’s first brand campaign "The Jugglers", is a year-long movement to highlight what financial freedom means to individuals. Png’s image will feature prominently in the campaign to raise awareness about how anyone can live out their best life on their own terms if they take control of their finances with the right tools.

Png made his ambassadorial debut during Singlife’s recent sustainability programme launch on 22 June, where he planted trees at Bishan-Ang Mo Kio Park. Singlife pledged to plant 300 trees a year for the next five years, in support of the National Parks Board’s OneMillionTrees initiative.

According to the brand, “The Jugglers” was conceived to help build awareness among Singaporeans about taking control of their financial freedom and that it is possible to do so. One needs the right tools and support that the brand believes it can offer. It is a multi-platform campaign that will be implemented across radio, television, OOH and other digital channels.

The campaign will be launched via a musical featurette, which includes a jingle composed by Xiao’an Li, a renowned commercial composer from audio production house Li & Ortega. It features Mediacorp Class 95 DJ and singer John Klass. As part of the campaign, Singlife will also be revamping its website in August.

Meanwhile, Png is well-known in the region’s entertainment scene, having starred in multiple Mediacorp productions over the years. Png is best known for his breakout role as Phua Chu Beng in the long-running local sitcom Phua Chu Kang, as well as his award-winning lead roles in Zero Calling and The Journey: A Voyage, and for making his Hollywood debut in the 2018 rom-com blockbuster Crazy Rich Asians.

In addition to Pierre, “The Jugglers” also features his spouse of 18 years and former host actress, Andrea De Cruz. Outside of their acting and hosting accomplishments, both Pierre and Andrea are also strong advocates of health and financial wellness.

Png said: “Singlife with Aviva’s commitment to empowering Singaporeans to achieve financial freedom is something I strongly believe in, as someone who always strives to balance health and wealth amid life’s challenges. I’m honoured to represent a brand that supports our local aspirations and is committed to being here for the long term and helping customers.”

Andrea added: “Having good health and building wealth shouldn’t be difficult or challenging. I look forward to championing this to build greater financial freedom with all Singaporeans.”

The campaign comes shortly after the brand appointed Black Labs to handle its creative duties, following the merger of Aviva and Singlife. Following the merger, the brand appointed Pearlyn Phau as group CEO and executive director to lead the new entity. Singlife's group head of strategic marketing and communications, Debra Soon, told MARKETING-INTERACTIVE at the time of writing that the team chose an independent instead of a network agency to work with because Blak Labs has experienced creative directors with a good track record.

The client servicing is also done directly by the agency's leaders themselves, who are very much involved in the everyday work instead of only being present at important meetings. "Blak Labs engages with us directly and a high comfort level was built up over a few months," Soon explained.

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