Trapped is an 18-minute horror film. It’s also a commercial by BBH Singapore for Income Insurance Limited.
The film takes viewers into the worst possible outcome of travelling without adequate Covid-19 insurance coverage, plays on the horror trend and aims to overcome people’s resistance to advertising. Singaporean horror film director, Kelvin Tong, known for Eating Air and horror hit, The Maid, directed and scripted Trapped. Joe Ng, brought his 20+ a music composer with over 20 years of experience scoring horror films, to the production to amp up the tension with his soundscape.
A 30-second trailer teased the film across digital, social and a themed microsite, gaining more than 1.8m impressions, 370,600 views and 34,200 engagements across Facebook, Instagram, YouTube and Tiktok in its first 12 days.
The bring the film into rea life, Income Insurance has collaborated with The Escape Artist to creating a themed immersive escape room as a continuation of the film’s narrative from June 2023.
BBH Singapore creative, Luke Somasundram, stated, “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.”
The campaign is the second from Publicis Groupe’s consolidated agency team for Income Insurance. BBH continues to be the lead creative, with digital, social and loyalty being handled by Digitas and Epsilon respectively.
It follows the launch of Income Insurance’s new savings plan, Gro Cash Sure, in March, whose creative featured Max the Stress Ball, a giant, human-sized yellow space hopper.
Credits
Agency: BBH Singapore + Publicis
Production Company: Boku Films
Director: Kelvin Tong
Media Agency: OMD Singapore
Client: Income Insurance
