NTUC is cutting out confusing insurance jargon

Wedding.jpgCreated by BBH Asia Pacific, NTUC Income has launched a television-led campaign against confusing insurance jargon and misleading advice.

Between a confused and offended bride at the altar and an unsatisfied housewife buying poor quality fish, the TVCs humourously lambast the 'terms and conditions' filled language that insurance companies too often hide behind.

Across these films - and the others that will follow - the ultimate enemy is represented as a big red asterisk - the first thing that alerts consumers to typical insurance disclaimers.

This is the first set of television commercials launched by NTUC Income since the insurer's  'Made Different' rebranding campaign began in 2009.

Said Charles Wigley, Chairman BBH Asia, "This is the next stage in an already hugely successful - and highly awarded - campaign. It is the first time NTUC Income has been on TV in some years - and we believe it will have a major impact in the market."

Lynette Ang, Senior Vice President and Head, Strategic Marketing and Communications NTUC said, "This campaign depicts how the use of jargon, overcomplicated phrases and terms and conditions can put customers at a disadvantage. NTUC Income is doing things differently.  We're making our contracts as clear as possible to enable customers to make informed choices."

Ang added, "We're declaring our bold ambition to redefine the industry and make insurance simple, honest, different. BBH, our creative partners, understood this well and used their insights to create convincing, humorous storylines that resonate with Singaporeans and convey the message."


asterisk The Gall!! said:


One question said:

I like it. It's funny and smart. BBH continues to be about the only Singaporean agency doing genuinely good genuine work.

One question though. Is, 'What if everyone hides behind legal jargon?' a result of a deliberate decision to use Singlish instead of English? The confusion in tenses is typical of Singaporean English, but you don't usually see it in brand ads.

I am reminded of Mo and Jo's decision to use real Australian voices rather than plummy English imports all those years ago.

I'm not criticizing btw, just genuinely curious.

Black Lamb said:

First off-good idea. I agree, BBH is getting creative with their paying clients.
Loved the Market spot, not the Wedding spot as the cuts to the dumbfounded bride were too many and unfunnily flat.
Secondly- i question the timing of this campaign as the local press is aflutter with how insurance companies are dumping clients who claim on their motor insurance of which the NTUC Income CEO didn't come across too well.
Lastly- it should read : What if everyone hid behind legal jason?'
Nett nett- an above average brand ad!
Bravo to all involved.

Nice said:

Love it....please award ads like this instead of dumbass cycle shop ads.

local lah said:

I love the market spot. So good to see a client and agency not afraid to be local.

Lovebranding said:

Had a good laugh watching the two! From that perspective - they work!

NTUC Income is pretty open in discussing industry issues. That whole business about not renewing some chap's motor insurance was one example. I don't think it's about "timing" campaigns so they don't coincide with controversial issues. It's about being consistent in the way you deal with them. They took a stand against unsafe driving and held it. Nothing wrong with that.

Hmmm said:

I hope this is not the same insurance company that tried to dismiss a six figure claim in Singapore by ruling it as 'a collision' and not 'a crash'. And succeeded.

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