With You for the Ride: Looking into Etiqa Insurance Singapore’s dynamic campaign

It has leveraged digital ads, social media, and outdoor media placement to amplify its campaign efforts.

Etiqa Insurance Singapore dove deep into the sentiments and aspirations of the people of Singapore and found that they grappled with financial anxieties, job security concerns, and the escalating cost of living. Their research also showed that many Singaporeans wished for insurance to be more modular and transparent.

To align with these concerns and desires, the company launched its ‘With You for the Ride’ campaign, conceiving a creative idea and encapsulating the essence of life's unpredictability. 

Life was portrayed as a wild, dizzying ride, and Etiqa Insurance Singapore as the fearless companion, empowering individuals to seize every moment with confidence. Etiqa Insurance Singapore was positioned as the guardian against life's uncertainties, offering tailored empowerment, freedom from worries, and the unlocking of life's essence.

Etiqa Insurance Singapore opted to break free from industry conventions, choosing a youthful, bold, and vibrant approach. This was coupled with an integrated multi-channel strategy that aimed to transport the audience into the heart of the campaign, which included leveraging digital ads, social media and even an outdoor media placement in the form of a life-size slide in the middle of Singapore’s busiest transport hubs–Dhoby Ghaut station.

The campaign was able to drive tangible improvements for the brand, seeing a significant increase in brand mentions and post-launch traffic since the campaign month. Etiqa Insurance Singapore’s concerted efforts across multiple strategic initiatives from product to marketing, to activations and more, helped generate new leads from the website. This has effectively increased the awareness and consideration of the brand in consumers’ journeys.

The success of ‘With You for the Ride’ has propelled Etiqa Insurance Singapore to success, with them bringing home the win in the Financial Services category at the recently held SBR International Business Awards 2024.

The prestigious awards programme honours companies in Singapore and recognises their outstanding projects that successfully earned them a foothold in the Lion City.

The SBR International Business Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's outstanding contributions in Singapore's vibrant business landscape, please contact Jane Patiag at jane@charltonmediamail.com.