There are millions of funny cat videos online. This is one of the great ones. It’s not entirely for amusement, although the entertainment power of cat videos to draw audiences is a large part of why it exists. It’s a cat squeezing itself through a series of clear tubes. The cat is a metaphor for the flexibility promise of Income Insurance’s investment products. The idea comes from BBH Singapore and Publicis Chemistry.

The campaign stands far apart from the usual product-led spots for financial products, and includes a series of cat stickers for WhatsApp and Instagram featuring the campaign’s very agile cat. Social content also features local cat influencers contorted in humorous positions that demonstrated their flexibility. The campaign is targeted towards middle-aged Singaporeans between the ages of independent adults and parents (25 – 49 years old) who are passive managers of their investments but are interested in moderate wealth growth.

Khairul Mondzi, executive creative director at BBH Singapore, commentsed “Recognising the dynamic nature of investing, we wanted to address the subject with a refreshing and memorable perspective. Drawing inspiration from the incredible flexibility of cats, we show how investment plans can be agile to give customers the confidence to navigate life’s unpredictable nature.”

Dhiren Amin, chief customer officer at Income Insurance, added, “When it comes to investments, flexibility is key to adapting to uncertainties and achieving financial goals. This campaign does the job of highlighting an otherwise functional benefit in an interesting way, tapping into a TikTok trend of showing the flexibility of cats. The very correlation of the two rather unconnected worlds of investments and Tik Tok cat memes makes this campaign enjoyable and hopefully draws people into the world of Income Insurance’s investment-linked products.”

Credits
Client: Income Insurance
Agency: BBH Singapore x Publicis
Production Company: Alt VFX Australia