NTUC is cutting out confusing insurance jargon

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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.”