Tokio Marine campaign shares the positives of life insurance

With the tagline 'Your security, our priority', the three-month campaign focuses on eight key financial needs of Singaporeans, namely education funding, wealth accumulation, wealth enhancement, living with impaired health, income replacement, retirement funding, legacy planning and business continuation, and that its objective is to ensure that it fulfills the financial priorities of its clients.

With seven out of 10 Singaporeans seeing income replacement after death as one of the top purposes - Tokio Marine Life Insurance Singapore wanted to correct the skewed perception that life insurance equates death coverage.

Investing a total of SG$1.2 million into the first phase, the campaign is running on a wide array of media platforms such as taxis, MRT, cinema screens, Focus Media screens and on television channels.

Its creative directions was guided by Kenneth Joseph Hu, vice president, marketing (Brand Specialist) of Tokio Marine Life Insurance Singapore, with the production and additional creative input from FreeFlow Productions and photography direction by Shots Creations.

The media duty was handled by AGI Communications.

“By using visuals that carry the clear, simple message of happiness and fun a concept every Singaporean can relate to and desire, the advertisements aim to bring smiles to viewers. The emotional approach we are taking will lighten the gloomy image associated with life insurance, and ultimately, to help consumers understand the coverage breadth of life insurance,” Hu added.

David John Beynon, chief executive officer of Tokio Marine Life Insurance Singapore, “If we look though, at the active lifestyles of today’s consumers, rising cost of living and healthcare, rising retirement age, there is so much more to think about to ensure we have a comprehensive plan that is tailored to our needs, and those of our family members and children.”

Woon Dar Vei, chief financial officer & head of corporate services division, meanwhile added that it decided to invest in this brand campaign as there remains a strong need to inform and educate consumers on the multitude of benefits life insurance offers.

“More importantly, as one of the oldest company in Singapore’s life insurance landscape, it is our role to make consumers realise that flexible life insurance can bring smiles and ease of mind to their lives,” he said.