Thought this was a very catchy way to engage consumers, make them think about how the cost of insurance stacks against the daily essentialls, while triggering people's thinking process that actually insurance might be an essential product as well. "NTUC Insurance “Essentials”, a print advertising campaign developed by BBH Asia Pacific, featured the insurer’s latest life and health premiums that match the cost of daily consumer needs such as rice, bread and milk. The idea was simply to put affordability in a different context that was both surprising, engaging and very easy to understand. The campaign won Grand Prix and Gold at the 2012 SPH iink awards in Singapore."
Read more: http://theinspirationroom.com/daily/2012/ntuc-income-insurance-essentials/
