I should know - I recently ordered an iPAD that never arrived and was told that despite the product never having left the US the only sum the courier company would pay would be $100 – a figure so well tucked away in its terms and conditions you’d had to be better than Google to find it.
So naturally I was delighted when I saw this ad from NTUC Income earlier this week. It appeared the day after the floods devastated businesses on Orchard road. Rather than shirk responsibility, the brand appeared hell bent on accepting it; a stance I am sure consumers would have welcomed.
This isn’t the first time NTUC Income has run well appointed ads like this
In September last year, I wrote about the brand’s advertising strategy and how well thought through and engineered it was (http://pat-brandbuildingandadvertising.blogspot.com/2009/09/good-ad-or-what.html).
A modern day ad classic I think was during the financial crisis at the start of last year when the brand ran an ad that said quite simply ‘In times of crisis, the best place to be is home.’
What the ad simply highlighted was the home grown nature of the brand – the fact that it was Singaporean and a brand the locals knew they could trust given the Government would never allow a local institution of its size and stature to fail given the immediate implication it would have on the financial stability of the country itself!
Great advertising is still possible
NTUC Income and its agency (which I believe is BBH) prove that it is. They prove that you don’t have to spend too much to achieve it either. You can out think rather than outspend your competitors. They’ve done that by developing and running communication at the time it’s most likely to have an impact on its audience.
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