Financial services company Singlife has an amazing insurance product for National Servicemen: Comprehensive coverage, affordable prices, with an option to upsize and extend it to cover their families even after ORD. 

The challenge? Low awareness among its target audience. And if they weren’t aware, their families – those that can also stand to benefit from the insurance coverage – definitely did not know about this.

To tackle this, we knew we had to include women as a part of our target audience too. Wives who can benefit from the coverage, or mothers who want to encourage their sons to purchase an insurance policy. The women can be the ones to prod them into action.

Our Approach

Yes, while National Service (NS) is a shared experience among local men, and they can regale you with detailed anecdotes about military life and every silly little thing their buddies ever did, they can’t seem to remember the good deal on insurance that’s exclusive to them. Much less clue in their mothers or wives who would very much appreciate the information.

So, to increase awareness of Singlife’s insurance product, our strategy was… not to talk about insurance.

Instead, we gave the audience what they want: Stories about life in NS

The campaign, “What I Wish I Knew in NS” is a hyperlocal content series anchored by animated social videos featuring hilarious hindsight army wisdom of famous Singaporean personalities: Kumar, Wang Weiliang, and Suhaimi Yusof. 

And the other thing they wish they knew in NS? How that Singlife product can be maximised for their adult civilian lives. And benefit their families, too. The accompanying articles targeted the women and detailed how the insurance plan could benefit the entire family. 

Here’s the video featuring Kumar:

The Results 

The campaign, which ran on The Straits Times website and its social media channels, as well as on the Facebook pages of other SPH Media brands ONE FM 91.3, HardwareZone, and The New Paper, exceeded its target and achieved over 150% of its KPIs for video views and page views. 

It was also awarded the “Global Paid Content Campaign” at the Global Content Awards 2023.

Singlife’s Group Head of Brand, Communications and Marketing, Ms Debra Soon said: “Singlife's collaboration with SPH Content Lab was very creative and fit the bill of our ask: To effectively communicate the key benefits of the insurance plan. It hit the right comedic tone for our target audience and resonated with young Singaporeans. Total brand awareness for that segment for just those couple of months increased by over 10%. It was truly effective content marketing.”