Make life move with you
HSBC Life came to us with one key problem statement: How can we increase brand awareness (after being ranked the second least-known insurer in Singapore in 2022) and build trust with diverse customer segments in a highly competitive insurance market?
It was clear that as a category, insurance either dramatises the tragedies and challenges of life or suggests that life is rosy when you can juggle it all. The mindsets of the audience in Singapore have evolved to appreciate a less prescriptive and more holistic view of life.
We worked with Singaporean photographer, Jayden Tan, known for his quirky, vibrant, and locally-inspired work. A series of key visuals, videos, and cinemagraphs were commissioned featuring four exaggerated personas based on HSBC Life's key customer segments.
• Major spikes were seen on Google Search with a 17.3% increase in brand share
• Display banner ads generated over 2 million impressions within the first 2 weeks. 
• TikTok ads generated 8.9 million impressions showing relevance amongst a younger audience
• We earned media coverage across multiple publications including Women’s Weekly with a reach of around 2.6 million 
Transform Asia: Gold and Bronze.
2023. Creative Director. Superunion. Singapore
Our brand launch idea celebrated these fictional but authentically Singaporean tropes, who take care of their well-being by making life move for them in their own unique and authentic way.
" It embodies what truly matters most to our customers, creating a campaign that will connect with our audience in Singapore, cut through this saturated market and aid us in our ambition” 
- HSBC Life Brand & Marketing Team

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