The business was awarded to the independent agency this month after a pitch process that began last October, involving three other unnamed agencies.
In a statement announcing the win, a China Life Insurance Singapore spokesperson said the company was “impressed with Addiction’s portfolio, consulting and creative expertise.”
“We are looking forward to launch our very first brand campaign to raise our brand presence in Singapore,” the spokesperson added. “We would also like to extend our thanks to all the agencies who have put in the time and effort to participate in our pitch.”
Addiction will be responsible for brand positioning, strategic counsel and creative expertise for a soon-to-be launched island-wide campaign.
“China Life is a giant in its industry,” said Lionel Lim, managing director at Addiction Advertising. “We recognise the ginormous responsibility that we have on hand and are deeply honoured and grateful to be selected as their trusted creative partner.”
Planning for the campaign is well underway and will feature retired professional basketball player Yao Ming, the company’s global ambassador.
“The campaign’s creative direction is a strategic expression of China Life Insurance Singapore’s foray into the local insurance market by using the giant of the basketball realm and one of the world’s biggest sporting icons, Yao Ming,” said Lim, in response to queries from Campaign Asia-Pacific.
“In doing so, the campaign will communicate the magnitude of China Life and its positioning as the giant of the life insurance industry,” he added.
China Life Insurance Singapore is part of the China Life Insurance Group, the largest financial insurance corporation in China and a Fortune Global 500 company with a brand value of over US$27.66 billion.