SINGAPORE, 1 July 2024 – Leading homegrown financial services company, Singlife, has launched its latest 360 “Dream” campaign, emphasizing its commitment to helping Singaporeans achieve financial freedom. The campaign continues the narrative from its successful 2023 “The Dream” campaign and features a brand film starring Mediacorp artiste and Singlife brand ambassador Pierre Png.
The 2024 Dream campaign harnesses the local expression “Caaaaan!” to motivate consumers to dream big and strategically plan to achieve their life goals, no matter how grand or modest.
The 2024 Dream: Eco Home
The campaign kicks off with a whimsical film titled “The Dream: Eco Home”. Inspired by insights from Singlife’s 2023 Financial Freedom Index (FFI), the commercial highlights that many Singaporeans view the ability to give back to society as a crucial indicator of financial freedom.
The film narrates the journey of a couple aspiring to build an eco-friendly home, reflecting a growing trend towards sustainability and zero-waste living. Despite the couple’s ambitious dream, their financial adviser reassures them that their eco-home can become a reality. Pierre Png appears as the couple’s supportive ‘dream’ neighbor, adding a touch of charm and relatability to the story.
“The Dream: Eco Home” will be unveiled across multiple channels, including TV, digital, social media, and out-of-home (OOH) advertising, over the coming weeks.
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The Dream Cube: Envision Your Financial Freedom
Complementing the campaign film is an innovative digital portal called “The Dream Cube.” This immersive online experience allows consumers to visualize their financial freedom dreams. Leveraging generative AI, “The Dream Cube” guides participants through a series of questions and scenarios, ultimately presenting an AI-generated image of their financial freedom dream in the palm of their hands via their mobile devices.
Debra Soon, Singlife Group Head of Brand, Communications, Marketing, and Experience, expressed the campaign’s objective: “We want to empower Singaporeans and partner with them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”
