Babar Khan Javed
Jul 4, 2018

How NTUC Income, BBH and YouTube delivered 500 scary travel scenarios

CASE STUDY: NTUC Income and BBH pooled data and insights, then used an alpha-stage YouTube tool to execute a campaign that showed prospective travellers some of their worst fears.

Retargeting personalized video ads at eager travelers, Income beat industry benchmarks by 50% in brand recall.

Background and objectives

In a cluttered and price-conscious market, Singapore-based insurance provider NTUC Income asked BBH Singapore to create a campaign around its travel insurance offering. According to Marcus Chew, CMO of Income, the agency was briefed to incentivize all types of travellers to rely on Income for travel insurance, with the messaging based on customer insights and the tactics being experimental.

As the client's creative agency for over 10 years, BBH...

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