Who listens when you’re gone?

Writing a will, and figuring out who gets what, is one of those things that we all struggle with. Which is why we’re pleased to announce that Etiqa Insurance Singapore has introduced a new campaign for its Premier suite of legacy planning solutions for high-net-worth individuals, courtesy of you know who. (Not that we’re in that category ; )

Using Harry Potter-style living portraits, this omnichannel launch takes an amusing look at the grave topic of bequeathing one’s wealth upon passing on.

“Legacy Planning is an important consideration when developing a sound financial strategy. However, most people don’t think about what they’d like to leave behind, or how they can do it effectively” explains Simon Ashton, Executive Vice President and Head, Partnerships Distribution at Etiqa Singapore. “Our ad campaign highlights the unfortunate outcomes of not having appropriate succession plans in place using a more light-hearted approach than is normally seen for this important subject.”

The integrated campaign breaks mid-April across print, digital, out-of-home and free-to-air TV. A new website offers detailed illustrations of the various legacy planning solutions available. This will be followed by personalised marketing initiatives and events targeted at high-net-worth individuals.

Great work from Liang and Prav (art and copy), lead by Justin and Elsa. Hats off to Caleb for bringing the idea to life. Thank you to our wonderful clients at eTiQA for giving us the opportunity!

Finally, a big shout out to Ad Nut at Campaign Asia for picking the story up. #CampaignAsia #AdNut

Client: Etiqa Singapore

Brand: Premier by Etiqa

Agency: Blak Labs

Director: Caleb Huang

Film Production: Smallshop Communications

About Etiqa

Protecting customers since 1961, Etiqa is a licensed life and general insurance company registered in the Republic of Singapore. We are regulated by the Monetary Authority of Singapore (MAS) and governed by the Insurance Act.

With a comprehensive suite of protection, savings, retirement and legacy planning solutions, we are committed to helping our customers plan for a better future. Rated “A” by Fitch in April 2019 for our financial strength and stable outlook, we humanise insurance by placing people over policies.

Etiqa is owned by Maybank Ageas Holdings Berhad, a joint venture company that combines local market knowledge with international insurance expertise. The company is 69% owned by Maybank, the fourth largest banking group in Southeast Asia, and 31% by Ageas, an international insurance group with footprints across 16 countries and a heritage that spans over 190 years.

Two billboards outside Yangon, Myanmar

Now that we’re over the Chinese New Year feasting and drinking, it’s time for the year of the Dog to get started properly.

And here to get things moving are two billboards for one of Myanmar’s leading insurance companies, AMI.

Created jointly by Blak Labs Myanmar and Singapore as a public service message, the first billboard is a reminder to buckle up for a safe trip on the country’s highways.

WhatsApp Image 2018-03-01 at 12.19.09 PM

The second message is pretty unmistakable too. Speeding has terrible consequences for pedestrians, passengers and drivers.

SpeedobillboardGreat to see these messages finally up. Big thanks to the team in Yangon and Singapore. And thank you to our client for sharing the pics from their road trip. Nothing like two billboards outside Yangon, Myanmar to get your attention.