Singlife with Aviva is launching a multi-year brand campaign to enable customers to achieve “a better way of financial freedom”. The homegrown financial services company revealed its new brand on 1 January 2022 with an on-ground, on-air and online campaign working with SPH Radio.
It is establishing itself as a Singapore-headquartered, tech-empowered company, helping consumers gain control of their financial wellbeing at every stage of their lives.
“Singaporeans are planners and often worried about our financial future. We want you to know that you are not alone in your journey, that it can be a positive one. It doesn’t and shouldn’t be a difficult or negative thing to take stock of your insurance and financial needs and take control and plan. There can and must be a better way and we will be with you on your journey and enable you with our products, tools and financial advisors. As we evolve as a company, we have to stay true to our mission to be a tech-empowered company, enabling communities in Asia and always looking for a better way forward. We wanted a fresh start, with an agency which is anchored here, with experienced hands and where client servicing is a top priority.”
Debra Soon, Singlife’s Group Head of Strategic Marketing and Communications
It launched brand videos “Manifesto” in February and “Fingerprint” with local independent agency Blak Labs. The campaign will be integrated across multiple touchpoints and will be launched on traditional, out-of-home, digital, social and online platforms. The assets will project positivity and fun, in the spirit that insurance and financial planning doesn’t have to be, and shouldn’t be, a chore.
Singlife is appointing global communications and strategy consultancy Wachsman to amplify its strategic priorities and better connect with its diverse audiences. Wachsman worked with the original Singlife insurtech company. It will help the new brand take forth its key priorities, particularly in the sustainability space. The company is committed to create a positive impact through its sustainability agenda and support Singapore’s commitment towards Net Zero by 2050. Partnerships with Singapore Environment Council, Community Chest and other social service sector organisations are in the pipeline. These programmes will centre around enabling financial inclusion through literacy programmes, health and mental wellness coverage and environmental sustainability.
On a corporate front, Singlife recently announced investments in sustainable funds. In January, it became part of the Qblue Global Sustainable Leaders Fund launched by Copenhagen-based Qblue Balanced. The fund helps institutional investors achieve investment objectives by providing sustainable solutions to obtain more diversified and robust portfolios. Singlife also announced its investment in the CI Green Credit Fund by Copenhagen Infrastructure Partners, which will provide private project finance debt supporting renewable energy projects globally.
