Because Singaporean brands, and the Singaporean society as a whole, have been slow to embrace the modern woman, many continue to perpetuate traditional notions of womanhood. Which is why our campaign aimed to show that it is about time insurance caught up with today’s women. Our big idea was: "Times Have Changed, So Should Insurance".

We wrote an open letter, in the form of a music video, that gave recognition to women who defied societal expectations. With lyrics inspired by our own experiences, we showed the onslaught of expectations women still face. We got a popular local singer Tanya Chua – who was also known to be a female rights advocate - to sing the song, and we populated the video via facebook and YouTube.

Rather than talking at women, Income chose to lend a voice to them. By doing so, we took on the role as a female ally.

We wrote an open letter to Singapore that gave recognition to all those who charted their own paths in spite of traditional societal expectations. This letter took the form of a song, with lyrics inspired by our real-life experiences. The phrase “I was told” was repeated throughout the song to shed light on the onslaught of expectations females face everyday.

An acoustic feel was used as it allowed us to speak to our audiences earnestly. Local singer Tanya Chua was chosen to sing the song as her vocals were distinctive, and her role as a feminist added gravitas to the lyrics.

The video was published on 10-May-2017, distributed through YouTube, Facebook and Programmatic video (Unruly), and placed in cinema along screenings of Wonder Women.

On mobile and social, short format ads led to Income’s website for details about Lady360.

Outdoor posters portrayed women whose personal stories helped shape Income’s policies.

GET HER ATTENTION

More than 30 million views, 500,000 shares and 1.5million facebook reactions

Coverage in national newspapers, online media

1.5% share rate, beating global average rate of 1%

40% completion rate on YouTube skippable pre-roll, more than 2x the global average

More than USD$2.2m worth of earned views

GET HER CONSIDERATION

+0.31 in brand equity score from 2.44 to 2.75 (vs +0.2 target)

22.7% lift in brand consideration for those who watched the video (Google brand lift)

GET HER BUSINESS

+26.4% in new female life insurance policyholders (Q3’17 vs Q3’16, vs 15% target)

+46.6% in life insurance market share (vs 20% target)

The 2million Singaporean women related to the campaign message and supported Income’s business, proving that profit and social impact are not mutually exclusive. And it’s heartening to see an initiative from a small country touching millions of women around the world.