Financial service company Singlife has unveiled its latest campaign along with a brand film designed to inspire and empower individuals across Singapore to embrace the can-do spirit on their journey towards financial freedom. 

Titled “The Dream”, the campaign depicts the aspiration of everyday Singaporeans to retire early with peace of mind. In the narrative, a middle-aged couple embarks on an adventurous retirement journey, living in a recreational vehicle (RV) amidst lush greenery while they explore the world.

Mediacorp celebrity Pierre Png, Singlife’s brand ambassador, makes a special appearance in the film as the couple’s ‘dream’ neighbour. The film rounds up with the significance of pursuing one’s dreams, and how Singlife empowers Singaporeans to take the first step in achieving their unique versions of financial freedom.

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Singlife’s brand campaign was conceptualised and produced by MullenLowe Singapore, the local branch of the London-based creative agency, MullenLowe Group.

Its new campaign uses the quintessentially local expression, “Caaaan!” throughout its marketing and communication assets, highlighting the parallels between its brand story and Singapore’s national journey. The colloquial phrase is a tongue-in-cheek reference to Singapore’s spirit of resilience and determination, which according to Singlife, underscores its commitment to helping Singaporeans achieve their financial goals.

It also aims to tap the Singaporean desire to attain financial freedom, drawn from its first-ever “Financial Freedom Index (FFI)”. This was a study that surveyed 3,000 Singaporeans and permanent residents to understand their financial attitudes and behaviours.

As financial freedom holds varying definitions for individuals at different life stages, Singlife aims to help consumers realise their financial freedom aspirations. Debra Soon, the group head of brand, communications and marketing at Singlife, explained that “The Dream” builds on Singlife’s first campaign, “The Jugglers”, which really resonated with Singaporeans.

The new campaign focuses on individual dreams and reinforces the message that Singlife is a trusted financial partner that empowers individuals to achieve a better way to financial freedom, eliminating the need to juggle their finances, she said. 

“Some people have grand dreams, while others have modest ones – all are entirely valid. Whatever your dream, Singlife is here to help you confidently say ‘can’ and achieve it with financial freedom,” Soon added.

“The Dream” will be rolled out over the next few weeks through an integrated, multi-channel communications strategy, encompassing broadcast, radio, digital, and out-of-home advertising (OOH), the brand said in a statement. 

Singlife selected MullenLowe Singapore as its creative agency for a one-year contract following a competitive three-month tender process from December 2022 to March 2023.

Paul Soon, CEO of MullenLowe Singapore and China, said, “Singapore stands out as a unique example globally, where people from diverse backgrounds come together with a ‘can-do’ attitude to build a nation that breaks norms. In partnership with Singlife, our goal was to craft a campaign that inspires honest conversations among Singaporeans, instilling in them the confidence and reassurance needed to believe they can pave their own way to financial freedom.”

Singlife will also launch an OOH activation event in the first quarter of 2024, known as “The Dream Cube.” This immersive and interactive experience, powered by generative AI, allows the public to visualise their idea of financial freedom and see it come to life. More details about the visual experience will be revealed in the coming months, it said. 

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