BBH x Publicis Capture the Magic of Taking-off in new "Happy Travellers" Campaign for Income Insurance

Aug. 07, 2024

Income Insurance has launched a new campaign by BBH Singapore that taps into the magical moment of joy that we feel when embarking on a holiday, to bring alive the joy that comes from having a peace of mind when you have comprehensive travel insurance coverage. 

The “If It’s Happy Travellers, It’s Income Insurance” campaign aims to highlight that Income’s Travel Insurance offers more coverage than most insurers1 in the market with up to $2,0002 travel delay coverage, up to $2,0002 baggage delay coverage and up to $8,0002 coverage for loss of travel documents.  The campaign hopes to get people to notice the happiness that comes with travelling when one gets peace of mind from having adequate coverage.

The BBH team worked with Abundant and Fuse to find a suitably upbeat soundtrack to accompany our happy traveller. They landed on the 1950s hit ‘Rockin’ Robin’, about a carefree bird who spends his days cheerfully singing and dancing. This reinforces the campaign’s focus on happiness and peace of mind, making Income Insurance standout in a category obsessed with loss, tragedy, and accidents.

The campaign is now launched on digital and social platforms, including YouTube, Facebook, Instagram, and will be running in cinemas and on Starhub TV in Singapore. 

Income Insurance Chief Customer Officer, Dhiren Amin, said:

“To be able to travel happy, it doesn’t just happen, you need to plan for it. Travel insurance plays a key role in providing peace of mind for travellers to enjoy a worry-free holiday. In the event of an unexpected travel mishap, the last thing travellers would want is for their finances to be affected which can ruin the holiday mood. Our travel insurance offerings provide comprehensive coverage for unexpected events such as travel delay, baggage delay and loss of travel documents.”

 

Khairul Mondzi, BBH Singapore’s Executive Creative Director, said: 

“With the films we wanted to inspire and excite people to travel, properly covered by Income Insurance of course. So we tapped into the magical moment of taking off and then had a lot of fun with it.”