Singlife, a prominent financial services provider in Singapore, has introduced its latest campaign, “Dream,” designed to help Singaporeans achieve financial independence.
The campaign debuts with a brand film featuring Mediacorp artiste and Singlife ambassador Pierre Png.
This instalment builds on the 2023 “The Dream” campaign, motivating consumers to dream ambitiously and strategically plan to realise their goals.
The 2024 campaign continues the theme of "Caaaaan!” to inspire individuals to pursue their aspirations confidently.
The initial film, “The Dream: Eco Home,” draws inspiration from the 2023 Financial Freedom Index (FFI) conducted by Singlife, which revealed that many Singaporeans associate financial freedom with the ability to contribute to society.
The film narrates the journey of a couple aspiring to construct an eco-friendly home, highlighting a growing interest in sustainable living. Their financial adviser reassures them that their dream is attainable, with Pierre Png appearing as their supportive neighbour.
The campaign will be promoted through a comprehensive, multi-channel strategy that includes television, digital platforms, social media, and out-of-home advertising.
Alongside the film, Singlife has launched “The Dream Cube,” an interactive digital platform enabling consumers to envision their financial freedom goals.
Using generative AI, participants answer three questions and are guided through various scenarios, culminating in an AI-generated image of their financial dreams displayed on their mobile devices.
Debra Soon, group head of brand, communications, marketing, and experience at Singlife, said the platform aligns with Singlife’s commitment to empowering Singaporeans by joining them in their journey to financial freedom.
“We want to empower Singaporeans and partner 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,” she said.
Singlife launched its campaign after rolling out its digital short-term endowment plan, aimed at facilitating accessible wealth growth for its customers. It is designed for digital-savvy individuals seeking a low-risk investment option with market-competitive rates.
