Income, BBH Singapore and Google pioneer new approach to customised video ads in a fun way

Play it Safe Case image.jpgIt's hard to get people excited about travel insurance as it's a cluttered and promotion-driven industry. With the ambition of standing out and getting people to take notice, Income needed to challenge the conventional approach to travel insurance communications and remind people to "Play it Safe" in a fun and memorable way.

Working with creative agency BBH Singapore and Google, Income combined technology and creative storytelling to develop five hundred stories of "misadventure", each one personalised for distinct audiences based on their travel destinations.

With the help of YouTube's new Director Mix technology, Income used dynamically-created six-second stories to promote their travel insurance products.

Play it safe.jpgPlay it safe3.jpgPlay it safe2.jpgThis combination of technology and creative storytelling is proving effective with the campaign already beating industry benchmarks by 50% in brand recall and yielding a 55% increase in branded search traffic.

Marcus Chew, Chief Marketing Officer, Income said, "This is an exciting collaboration for us. It proves how mindshare can be achieved in an engaging way that is relevant and timely to consumers when we partner the best technology partner with an amazing creative Partner".

Stephanie Davis, Country Director, Google Singapore said, "To reach key audiences on YouTube, Income and their agency BBH integrated creative storytelling with YouTube Director Mix's technology to create tailored ads for different audiences. "Play it Safe" is a bold and inventive campaign that serves as an inspiration to many. We look forward to helping marketers islandwide better reach their audiences using the latest technology."

Avril Chua, Art Director, BBH Singapore added, "We wanted the execution to reflect a combination of technology, data and the idea. Rather than using genetic pre-roll messages that people would usually skip, we created infinite targeted permutations tailored to the viewer. In a category dominated by promo-based offers, we took the fun route and created these customised travel misadventures that hopefully made pre-roll ads more entertaining to watch. 

Credits -
BBH
Business Director: Bibiana Lee
Account Director: Chloe Fair & Manavi Sharma
Planning Director: Thomas Wagner
Account Planner: Amanda Lim
Creative Directors: Janson Choo & Khairul Mondzi
Copywriters: Kevin Tosi & Yashanti Yap
Art Director: Avril Chua
Producers: Vinda Karunan & Wendi Chong
Google
Financial Services Team: Weisheng Lee, Poulumi Bhattacharjee, Katherine Unson
Marketing: Edouard Hugot, Jun Shea, Doris Claesen
Creative: Nic Burrows, Eddie Azadi
Technology: Yuliya Kudryavtseva
Income
Chief Marketing Officer:  Marcus Chew
Head, E-commerce: Anny Huang
Senior Manager, Product Marketing: Irene Tan
Manager, Brand Marketing: Olivia Lee
Manager, Product Marketing: Dawn Neo
Senior Executive, Brand Marketing: Tang Jie
Senior Executive, Product Marketing: Jessica Leong

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