In a bold new move, Income Insurance Limited (Income Insurance) is unveiling its new feature of Enhanced Covid-19 coverage for its travel insurance with an 18-minute horror film created by BBH Singapore.
Pioneering Singaporean horror film director Kelvin Tong, known for Eating Air and horror hit The Maid, directed and scripted ‘TRAPPED’, a thrilling 18-minute horror story about the worst possible outcome of travelling without adequate Covid-19 insurance coverage.
Through the film, Income Insurance is highlighting the importance of going with a plan that has Enhanced Covid-19 coverage, making the point that getting Covid while travelling can still be an unpleasant experience.
With people’s interest in consuming content growing exponentially and a consequent behaviour of avoiding ads altogether, this storytelling approach is Income’s way of embracing these changing consumption habits.
Boosting the fright factor, BBH also brought in the skills of Joe Ng, a music composer with over 20 years of experience scoring horror films. Inspired by Income’s MOGO, he was the creator behind the horror theme soundscape of ‘TRAPPED’ which accentuated the tense and frightful moments of the film.
In leading up to the launch of the film, a 30s trailer made rounds across digital, social and a themed microsite, which garnered more than 1.8M impressions, 370,600 views and 34,200 engagements across Facebook, Instagram, YouTube and Tiktok in 12 days since launch.
The film is now launched on YouTube, StarHub TV+ streaming, and platforms for films and long format content. It is also available on its campaign microsite for viewing.
To allow consumers to further experience “Trapped” in real life, Income Insurance has collaborated with The Escape Artist to creating a themed immersive escape room as a continuation of the film’s narrative, starting from June 2023.
Luke Somasundram of BBH Singapore, said: “This was a thrill to bring to life, and it was only possible thanks to our fearless clients who issued us the best challenge ever — make a genuinely scary film. We all know advertising has its fair share of sleepless nights, but usually for different reasons.”
Dhiren Amin, Chief Customer Officer at Income, said: “This is a campaign that ticks all the boxes – strong product focus to drive business, a shift from ads to content and acts vs. just ads. While travel insurance is re-bounding as a business and Income Insurance is a market leader and growing, this initiative is critical to continue to drive the growth in 2023 and such campaigns help to improve our chances to do so. Fuelled by BBH and Publicis’ drive, Kelvin Tong’s energy and the internal team’s commitment, this campaign was turned around in just under two months.”
This campaign is the second from the stable of the Publicis Groupe’s consolidated agency offering for Income Insurance. BBH continues to be the lead creative, with digital/social and loyalty mandates being handled by Digitas and Epsilon respectively.
It follows the launch of Income Insurance’s new savings plan, Gro Cash Sure, in March, which centred its creative on Max the Stress Ball, a giant, human-sized yellow space hopper.
Source: Campaign Brief Asia