Singlife’s New Brand Narrative
Singapore’s leading homegrown financial services company, Singlife, has launched its innovative brand campaign, aiming to inspire and empower Singaporeans to harness their ‘can-do’ spirit in their pursuit of financial freedom.
The Essence of “Caaaaan!”
The campaign cleverly incorporates the local expression “Caaaaan!” across its marketing materials. This colloquial phrase not only embodies Singapore’s resilience and determination but also accentuates Singlife’s dedication to aiding Singaporeans in reaching their financial milestones.
Financial Freedom Index: A Glimpse into Singaporeans’ Aspirations
Singlife’s campaign is deeply rooted in insights from their inaugural Financial Freedom Index (FFI). This comprehensive study, which surveyed 3,000 Singaporeans and Permanent Residents, delves into their financial attitudes and behaviours. Recognising that financial freedom means different things to different people, Singlife is steadfast in its mission to help consumers achieve their financial dreams.
“The Dream”: A Vision of Early Retirement
The campaign, aptly named “The Dream”, paints a picture of the average Singaporean’s aspiration to retire early and live life on their terms. It narrates the story of a middle-aged couple who choose an adventurous retirement, exploring the world in an RV. Mediacorp celebrity and Singlife’s brand ambassador, Pierre Png, graces the campaign with a special cameo, emphasizing the importance of chasing one’s dreams and how Singlife can be the catalyst in realizing those dreams.
A Multi-Channel Approach
Over the coming weeks, “The Dream” will be showcased through a comprehensive multi-channel communication strategy, spanning broadcast, radio, digital, and out-of-home advertising (OOH). “The Dream” builds on Singlife’s first campaign, “The Jugglers”, which resonated with Singaporeans. The new campaign focuses on individual dreams and reinforces the message that Singlife is a trusted financial partner that empowers individuals to achieve a better way to financial freedom, eliminating the need to juggle their finances. Some people have grand dreams, while others have modest ones – all are entirely valid. Whatever your dream, Singlife is here to help you confidently say ‘can’ and achieve it with financial freedom,” said Debra Soon, Group Head of Brand, Communications, and Marketing, Singlife
Behind the Scenes: MullenLowe Singapore
The creative genius behind Singlife’s brand campaign is MullenLowe Singapore, a subsidiary of the globally renowned creative agency, MullenLowe Group. After a rigorous three-month tender process, Singlife entrusted MullenLowe Singapore with this project.
Paul Soon, CEO of MullenLowe Singapore and China, remarked, “Singapore stands out as a unique example globally, where people from diverse backgrounds come together with a ‘can-do’ attitude to build a nation that breaks norms. In partnership with Singlife, our goal was to craft a campaign that inspires honest conversations among Singaporeans, instilling in them the confidence and reassurance needed to believe they can pave their own way to financial freedom.”
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Coming Soon: “The Dream Cube”
In an exciting development, Singlife will introduce an OOH activation event in early 2024, dubbed “The Dream Cube.” This avant-garde, AI-powered experience will allow the public to bring their financial freedom visions to life. Stay tuned for more details in the upcoming months.
To delve deeper into the Financial Freedom Index, head over here.
