Campaign SpotlightPress Release

BBH Singapore brings Covid-19 travel horror stories to life for Income Insurance

SINGAPORE — In a bold new move, Income Insurance Limited (Income Insurance) has unveiled its new feature of Enhanced Covid-19 coverage for its travel insurance with an 18-minute horror film created by creative agency BBH Singapore.

Pioneering Singaporean horror film director Kelvin Tong, known for Eating Air and horror hit The Maid, directed and scripted “TRAPPED,” a thrilling 18-minute horror story about the worst possible outcome of traveling without adequate Covid-19 insurance coverage.


Through the film, Income Insurance highlighted the importance of going with a plan that has Enhanced Covid-19 coverage, making the point that getting Covid while traveling can still be an unpleasant experience.

With people’s interest in consuming content growing exponentially and the consequent behavior of avoiding ads altogether, this storytelling approach is Income’s way of embracing these changing consumption habits.

Boosting the fright factor, BBH also brought in the skills of Joe Ng, a music composer with over 20 years of experience scoring horror films. Inspired by Income’s MOGO, he was the creator behind the horror theme soundscape of “TRAPPED” which accentuated the tense and frightful moments of the film.

In leading up to the launch of the film, a 30-second trailer made rounds across digital, social, and a themed microsite, which garnered more than 1.8M impressions, 370,600 views, and 34,200 engagements across Facebook, Instagram, YouTube, and Tiktok in 12 days since launch.

The film is now launched on YouTube, StarHub TV+ streaming, and platforms for films and long-format content. It is also available on its campaign microsite for viewing.

To allow consumers to further experience “Trapped” in real life, Income Insurance has collaborated with The Escape Artist to create a themed immersive escape room as a continuation of the film’s narrative, starting from June 2023.

Luke Somasundram of BBH Singapore commented, “This was a thrill to bring to life, and it was only possible thanks to our fearless clients who issued us the best challenge ever, make a genuinely scary film. We all know advertising has its fair share of sleepless nights, but usually for different reasons.”

Dhiren Amin, Chief Customer Officer at Income, added, “This is a campaign that ticks all the boxes – strong product focus to drive business, a shift from ads to content and acts vs. just ads. While travel insurance is re-bounding as a business and Income Insurance is a market leader and growing this initiative is critical to continue to drive the growth in 2023 and such campaigns help to improve our chances to do so. Fuelled by BBH and Publicis’ drive, Kelvin Tong’s energy, and the internal team’s commitment, this campaign was turned around in just under two months.”

This campaign is the second from the stable of Publicis Groupe’s consolidated agency offering for Income Insurance. BBH continues to be the lead creative, with digital/social and loyalty mandates being handled by Digitas and Epsilon respectively.

It follows the launch of Income Insurance’s new savings plan, Gro Cash Sure, in March, which centered its creative on Max the Stress Ball, a giant, human-sized yellow space hopper. Streaming of the film is available from May 22.


Agency: BBH Singapore + Publicis
Film Production Company: Boku Films
Film Director: Kelvin Tong
Media agency: OMD Singapore
INCOME Income Insurance Marketing Team
Income Insurance Digital Growth Team

Partner with adobo Magazine

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