Ad Nut
Apr 28, 2022

Fiona Xie indulges in spontaneous travelling for NTUC Income

Three new film spots by BBH Singapore are proof that a good product can nearly sell itself.

NTUC Income’s new series of films featuring Singaporean actress Fiona Xie is endearingly watchable, Ad Nut thinks. Perhaps it’s down to the novelty of this product—travel insurance that can be bought by the hour, which will prove especially useful as travel opens up. There’s a line in the first film above that stands out—when Xie asks the director of the film ‘no budget?’, which lends a nice segue into the ‘happy hour’ budget-friendly feature of the insurance product. Ad Nut also likes that this style of behind-the-scenes films are beginning to gain traction.

The campaign was based on the insight that cost was the top concern for people debating whether to purchase travel insurance for shorter trips. Print assets will accompany the short films to visualise benefits of this product, and is inspired by neon ‘happy hour’ signs typically found in bars.


Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Executive Creative Directors: Janson Choo & Khairul Mondzi
Art Director: Grace Wong
Copywriter: Audrey Chia
Business Director: Manavi Sharma
Associate Account Director: Shu Li Tan
Strategy Director: Amanda Lim
Agency Producer: Kim Lim

Film Production Company: Freeflow Productions
Film Director: Peggy Goh
Print Production Company: Illusion CGI Studio

Client: NTUC Income
Chief Marketing Officer (until 30 September 2021): Marcus Chew
Head of Product Marketing: Irene Tan
Manager, Product Marketing: Kyley Tan
Manager, Segment Marketing (until 7 April 2022): Jessica Leong
Senior Executive, Product Marketing (until 16 February 2022): Xuan Jim Liu

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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