Staff Reporters
Oct 5, 2020

NTUC Income employs 'Semoga Bahagia' for insurance campaign

Well-known song full of advice for children becomes the centrepiece in a campaign by BBH Singapore.

NTUC Income has used a famous song about children, 'Semoga Bahagia', to encourage parents to buy life insurance for themselves. A film by BBH leads off a three-month campaign that launched on October 1 and includes Singtel TV and cinema along with social and digital channels.

The title of the song translates to 'May you achieve happiness'.

The brand found through research with Nielsen that 82% of parents agree that money and financial stability are important to their child’s sense of security and in turn happiness. Yet 73% felt that they would have no choice but to cut back on expenses linked to their child’s happiness if they suffered an income reduction due to a critical illness.

CREDITS

Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Strategy: Rebecca Ash
Senior Strategist: Amanda Lim
Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Nicky Loh
Audio Production: Fuse Adventures in Audio
Client credits:
Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair
Assistant Managers, Brand Marketing: Charis Leong & Lim Wei Ting

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