A Story That Resonates

Set in late 1980s Singapore, “Wonderland” tells the heartfelt story of single father Loke (Mark Lee) who dreams of fulfilling his daughter Eileen’s (Xenia Tan) aspiration to study overseas. Struggling with illiteracy, Loke seeks help from his neighbor Tan (Peter Yu) to communicate with his daughter abroad. This poignant narrative explores themes of sacrifice, hope, and the unpredictable nature of life, capturing a bygone era in Singapore and highlighting the power of friendship.

Everyone Can Dream

The film’s themes align seamlessly with Singlife’s multi-year brand campaign, emphasizing that everyone has a dream, regardless of its grandeur. Singlife believes that with proper planning and time, financial freedom dreams are attainable, positioning itself as a trusted financial partner to help Singaporeans achieve a better way to financial freedom.

Commitment to Our Community

This sponsorship follows Singlife’s recent support for Singapore-born national shuttlers Terry Hee and Jessica Tan, reinforcing its dedication to nurturing local talent. “Wonderland” is more than just a film; it is a testament to local creativity and a vehicle for fostering a deeper appreciation of shared humanity. Although the film is set in Singapore and the United States with Hokkien dialogue, its universal themes resonate widely.

Debra Soon, Singlife’s Group Head of Brand, Communications, Marketing, and Experience, remarked, “Through our sponsorship, we aim to bring this powerful story to a wider audience, shedding light on the challenges, including financial dilemmas, faced by the everyday Singaporean. It sends the message that everyone can have a dream and you do not have to go through the difficulties of achieving that dream alone. Wonderland is not just a film; it is a reminder of the enduring parental love and the importance of holding onto hope even in the face of adversity.”

孙舒珊, Singlife品牌，通讯, 市场营销与体验集团主管, added, “我们希望通过这次的赞助将这部屡获殊荣的本地创作带给更多国人。这一部电影围绕着追逐梦想的主题。人因梦想而伟大。Singlife也坚信每个人都有追逐梦想的权利。我们致力成为国人追逐梦想的良伴，让他们在路上不感到彷徨孤单。《乐园》不仅仅是一部电影，它更像一面镜子，映照出我们新加坡人坚韧不拔的精神，以及即使面对困难也心怀希望的信念。”

Set to premiere in cinemas this August, Singlife invites everyone to support this remarkable film and the talented individuals behind it. For more information about “Wonderland” and its release, please visit Wonderland’s Instagram.

About Singlife

Singlife is a premier homegrown financial services company dedicated to providing consumers with a pathway to financial freedom. Leveraging innovative, technology-driven solutions, Singlife offers a broad array of products and services that empower individuals to manage their financial well-being at every stage of life.

Our offerings include a comprehensive suite of insurance plans, employee benefits, and strategic partnerships with financial adviser channels and bancassurance. Through our GROW with Singlife platform, we provide tailored investment and advisory solutions. Additionally, the Singlife Account, a mobile-first insurance savings plan, ensures seamless access to financial security.

As the exclusive insurance provider for the Ministry of Defence, Ministry of Home Affairs, and Public Officers Group Insurance Scheme, Singlife underscores its commitment to serving the community. We are proud signatories of the United Nations Principles for Sustainable Insurance and the United Nations-supported Principles for Responsible Investment, reflecting our dedication to sustainability.

The merger of Aviva Singapore and Singlife in September 2020, valued at S$3.2 billion, marked the creation of one of the largest homegrown financial services companies in Singapore. This was the largest insurance deal in Singapore at the time. In March 2024, Singlife was acquired by Sumitomo Life, one of Japan’s leading life insurers, in a transaction valued at S$4.6 billion, making it one of the largest insurance deals in Southeast Asia.

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The 2024 Dream campaign harnesses the local expression “Caaaaan!” to motivate consumers to dream big and strategically plan to achieve their life goals, no matter how grand or modest.

The 2024 Dream: Eco Home

The campaign kicks off with a whimsical film titled “The Dream: Eco Home”. Inspired by insights from Singlife’s 2023 Financial Freedom Index (FFI), the commercial highlights that many Singaporeans view the ability to give back to society as a crucial indicator of financial freedom.

The film narrates the journey of a couple aspiring to build an eco-friendly home, reflecting a growing trend towards sustainability and zero-waste living. Despite the couple’s ambitious dream, their financial adviser reassures them that their eco-home can become a reality. Pierre Png appears as the couple’s supportive ‘dream’ neighbor, adding a touch of charm and relatability to the story.

“The Dream: Eco Home” will be unveiled across multiple channels, including TV, digital, social media, and out-of-home (OOH) advertising, over the coming weeks.

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The Dream Cube: Envision Your Financial Freedom

Complementing the campaign film is an innovative digital portal called “The Dream Cube.” This immersive online experience allows consumers to visualize their financial freedom dreams. Leveraging generative AI, “The Dream Cube” guides participants through a series of questions and scenarios, ultimately presenting an AI-generated image of their financial freedom dream in the palm of their hands via their mobile devices.

Debra Soon, Singlife Group Head of Brand, Communications, Marketing, and Experience, expressed the campaign’s objective: “We want to empower Singaporeans and partner with them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”

The post Singlife Launches Ambitious 360 “Dream” Campaign to Empower Singaporeans Towards Financial Freedom appeared first on Marketing In Asia.

Singapore’s leading homegrown financial services company, Singlife, has launched its innovative brand campaign, aiming to inspire and empower Singaporeans to harness their ‘can-do’ spirit in their pursuit of financial freedom.

The Essence of “Caaaaan!”

The campaign cleverly incorporates the local expression “Caaaaan!” across its marketing materials. This colloquial phrase not only embodies Singapore’s resilience and determination but also accentuates Singlife’s dedication to aiding Singaporeans in reaching their financial milestones.

Financial Freedom Index: A Glimpse into Singaporeans’ Aspirations

Singlife’s campaign is deeply rooted in insights from their inaugural Financial Freedom Index (FFI). This comprehensive study, which surveyed 3,000 Singaporeans and Permanent Residents, delves into their financial attitudes and behaviours. Recognising that financial freedom means different things to different people, Singlife is steadfast in its mission to help consumers achieve their financial dreams.

“The Dream”: A Vision of Early Retirement

The campaign, aptly named “The Dream”, paints a picture of the average Singaporean’s aspiration to retire early and live life on their terms. It narrates the story of a middle-aged couple who choose an adventurous retirement, exploring the world in an RV. Mediacorp celebrity and Singlife’s brand ambassador, Pierre Png, graces the campaign with a special cameo, emphasizing the importance of chasing one’s dreams and how Singlife can be the catalyst in realizing those dreams.

A Multi-Channel Approach

Over the coming weeks, “The Dream” will be showcased through a comprehensive multi-channel communication strategy, spanning broadcast, radio, digital, and out-of-home advertising (OOH). “The Dream” builds on Singlife’s first campaign, “The Jugglers”, which resonated with Singaporeans. The new campaign focuses on individual dreams and reinforces the message that Singlife is a trusted financial partner that empowers individuals to achieve a better way to financial freedom, eliminating the need to juggle their finances. Some people have grand dreams, while others have modest ones – all are entirely valid. Whatever your dream, Singlife is here to help you confidently say ‘can’ and achieve it with financial freedom,” said Debra Soon, Group Head of Brand, Communications, and Marketing, Singlife

Behind the Scenes: MullenLowe Singapore

The creative genius behind Singlife’s brand campaign is MullenLowe Singapore, a subsidiary of the globally renowned creative agency, MullenLowe Group. After a rigorous three-month tender process, Singlife entrusted MullenLowe Singapore with this project.

Paul Soon, CEO of MullenLowe Singapore and China, remarked, “Singapore stands out as a unique example globally, where people from diverse backgrounds come together with a ‘can-do’ attitude to build a nation that breaks norms. In partnership with Singlife, our goal was to craft a campaign that inspires honest conversations among Singaporeans, instilling in them the confidence and reassurance needed to believe they can pave their own way to financial freedom.”

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Coming Soon: “The Dream Cube”

In an exciting development, Singlife will introduce an OOH activation event in early 2024, dubbed “The Dream Cube.” This avant-garde, AI-powered experience will allow the public to bring their financial freedom visions to life. Stay tuned for more details in the upcoming months.

To delve deeper into the Financial Freedom Index, head over here.

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GROW with Singlife, formerly Navigator Investment Services Ltd, made a landmark announcement today about its complete rebranding. This transformation isn’t just skin deep; it’s a strategic maneuver aimed at redefining the financial advisory space by leveraging technology and fostering genuine human connections.

Navigator began over two decades ago, and under its new leadership, it’s set to become more technology-driven and robust in its offerings. “We recognised the need for a brand change that acknowledges our present position while paving the way for our future growth. The rebranding isn’t just a marketing strategy; it signifies our strategic intent to build and invest in becoming the go-to platform for advisers, supporting the mass affluent market,” said Akhil Doegar, Chief Executive Officer of GROW.

Empowering Advisers: A Toolkit for Success

The brand is taking a leap forward with ELEVATE, its newly enhanced adviser enablement ecosystem. This platform is crafted to offer a suite of financial tools, tailored insights, exclusive programmes, and experiential events for its users.

GROW aims to be the integrated investment solution that enables financial advisers to offer impactful and meaningful advice to their clientele. Through ELEVATE and other initiatives, GROW is dedicated to enhancing its adviser support network with actionable insights for business success and a culture of continuous learning and development.

Ee Ghim Chua, Head of Strategic Brand, Communications & Design at GROW, adds: “While finance may often revolve around numbers, life is much more. Our brand idea centres on empathy and authenticity. The considered choice is calm, caring, and compassionate. It prioritises human attention over automation and fosters partnerships over transactions. Our mission is to enable advisors to partner with clients in making more thoughtful choices throughout their entire financial journey.”

Responding to the Changing Landscape

The rebrand comes at an opportune time, as the financial advisory industry grapples with disruptions like direct-to-consumer platforms, robo-advisory services, and self-directed investors. GROW is committed to standing apart by focusing on three key strategic areas:

1. Strengthen Core Capabilities: Ensuring platform reliability and innovative product solutions.
2. Accelerate Growth: Through partnerships with leading asset management and digital asset platforms.
3. Unlock Value: By fostering deep relationships with advisers through exclusive events and actionable insights.

Pearlyn Phau, Group Chief Executive Officer of Singlife, highlighted, “For over two decades, Navigator has been a trusted financial compass, guiding countless Singaporeans on their investment journeys. GROW will continue to play a vital role in Singlife’s ecosystem. With the support of our future-ready advisers, GROW will be able to serve its clients better than ever, with innovative investment solutions for their journey to wealth creation.”

What Lies Ahead?

GROW has outlined an ambitious roadmap that includes:

• A New Multi-Asset Trading Platform: With a user-centric design and robust reliability.
• ELEVATE 2.0: Offering curated insights and resources to empower advisers.
• Strategic Collaborations: With industry giants like Blackrock and Fullerton Fund Management.
• Customer Success and Assurance: A commitment to providing beyond-conventional customer support and comprehensive training resources for advisers.

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The grand unveiling took place at the Ritz Carlton Grand Ballroom on 30th August, and if the event is anything to go by, GROW with Singlife is poised to be a major game-changer in the financial advisory industry.

Don’t miss out on this brand’s transformative journey. Stay tuned for more updates on how GROW is set to reshape the world of financial advisory.

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