NTUC Income “Fear Less”:
Tapping into nostalgia to sell insurance plans.

When we were kids, we were never afraid of putting our hearts on our sleeves and taking risks. Whether it’s falling in love or jumping off that staircase. But as we got older, we lost that bravery and replaced it with insecurity and fear of failure. While we may not be able to be as fearless as we once were, Income wanted to remind people to fear less about the future with the right protection and savings plan.

Side note: we used a cover of “Forever Young” in the ad. Which made my 80s inner fangirl very happy indeed.

This campaign managed to shift the needle in terms of awareness and brand building. With +5 percentage points in awareness of Income’s life insurance plans, moving Income from #3 to #1 insurer within the category. Customer visits to featured product pages also increased by 14.7%. While the campaign had a business impact - Income outpaced industry growth in weighted premiums by almost 2.5x.