As the people's insurer in Singapore, NTUC Income's mission was to ensure that no one would be without basic health+life coverage. That's why they developed a new term-life insurance that offered protection from as little as under a dollar a day.
This was the nationwide campaign that launched it, bringing the simple message of affordability to the masses, and highlighting just how essential basic insurance should be in our lives.
BELOW: Contextually relevant advertising in the subway gave bored commuters something to read along their journey.
And we even turned NTUC Income's window displays into store shelves.