Financial services company Singlife’s campaign with SPH Content Lab, “What I Wish I Knew in NS”, recently emerged as the winner in the Global Paid Content Campaign of the Year category at the Global Content Awards 2023.
This international award was announced soon after the campaign also took home the bronze award for Excellence in Brand Awareness at the 12th annual Marketing Excellence Awards, which honours innovative and impactful campaigns that have set the gold standard across Singapore. It was also shortlisted as a Finalist in the Excellence in Content Marketing category.
The campaign was also nominated in the Best Content Campaign and Best Video Series categories at the International Content Marketing Awards, and shortlisted in the Consumer Group Category at the International Drum Awards.
At the heart of this award-winning campaign is Singlife’s amazing insurance product that provides affordable, comprehensive coverage to National Servicemen. The challenge that came with the brief? Low awareness among its target audience. And who can blame them? After all, insurance is unlikely to be high on the priority when you’re young, healthy, and with not a lot of disposable income.
So how did Content Lab conceptualise and execute this effective campaign?
Talk about insurance without talking about insurance
In a landscape that typically plays on fears, SPH Content Lab did the exact opposite.
To draw the attention of the campaign’s target audience, Content Lab conceptualised a fully customised campaign that stemmed from the insight that local men simply enjoy talking about their time in National Service. “What I Wish I Knew in NS” is a hyperlocal content series using humour and nostalgia featuring popular Singaporean personalities Kumar, Wang Weiliang, and Suhaimi Yusof.
WATCH THE VIDEOS (Click on the thumbnails below)
“What I Wish I Knew in NS” featuring Kumar, Wang Weiliang, and Suhaimi Yusof.
In the comedic shorts targeting its primary audience of NSmen, the three celebrities shared their hindsight wisdom of their time in the army — and the other thing they wish they knew: that they were eligible for excellent insurance coverage from Singlife.
Content Lab also realised that to make this campaign even more effective, they needed to target an important secondary audience: the mothers and wives who make the financial decisions for the family. This is where the accompanying articles came in, with the general approach of sharing ‘good deals on insurance he’s not telling you about’ with this secondary audience.
To prod the men into action, detailed explainers spelled out how the NSmen-exclusive insurance plan could benefit the entire family. The videos were also embedded into the articles to maximise their reach.
The campaign, which ran on The Straits Times website and its social media channels, as well as on the Facebook pages of other SPH Media brands ONE FM 91.3, HardwareZone, and The New Paper, exceeded its target and achieved over 150% of its KPIs for video views and page views.
Singlife’s Group Head of Brand, Communications and Marketing, Ms Debra Soon said: “Singlife's collaboration with SPH Content Lab was very creative and fit the bill of our ask: To effectively communicate the key benefits of the insurance plan. It hit the right comedic tone for our target audience and resonated with young Singaporeans. Total brand awareness for that segment for just those couple of months increased by over 10%. It was truly effective content marketing.”
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