Saw this ad for NTUC Income on a bus shelter a few days ago and couldn't help snapping it up. What I like about the ad and the campaign (there are a few executions in it) is the fact that it's interest that's real and not conjured.
The agency isn't working too hard - but yet it is if you know what I mean:)! They've identified a brand truth that's real, interesting, unique and differentiating - and gone to town with it.
This truth is that NTUC Income is a co-operative unlike AXA, Aviva or other brands. They can credibly therefore talk about ideas like putting 'people before profits' (which they do in the ad - it's one of their policies!) and acting in the true interests of their customers.
Earlier in the year during the financial crisis NTUC Income did another good ad. The line - "In times of uncertainty, the best place to be is home.' The ad leveraged off the "Singaporeaness" of NTUC Income - a big draw card at a time when foreign companies across were collapsing.
They don't seem to spend much money but seem to be getting traction that's well above average for their brand. I am not sure who did the ad campaign - whoever did it though - it's great work.
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