Income Insurance x The Singaporean Dream: Income's 55th anniversary edition
In 2025, Income Insurance marked its 55th anniversary, coinciding with SG60, a moment ripe for reflecting on what the “Singaporean Dream” looks like today.
At the same time, Income faced a familiar challenge: how to get Singaporeans to engage with financial planning and insurance in a way that felt relevant, approachable and human. To do this, Income turned to culture, play and storytelling.
What we did
We partnered with Income Insurance to co-create an exclusive deck of The Singaporean Dream titled: “The Singaporean Dream: Income's 55th Anniversary Edition". This was accompanied with a 360 campaign across multiple channels (digital, social, Income branch) and also leveraged for internal engagement and education.
The Singaporean Dream: Income's 55th Anniversary Edition
We worked closely with the Income Insurance team to conceptualise ways to include messages of securing your financial wellbeing through modifying certain elements of our existing card game. Changes include:
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New Dream Cards relevant to Insurance such as "Travelling the World" and "Securing Financial Wellbeing"
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New Life Event Cards such as "Lost Luggage" or "Car Kena Langgar" added a twist to the game showing the importance of having insurance coverage in the game.
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New Insurance coverage cards allowed players to mitigate risks, mirroring how financial planning works in real life.
These new changes reflected the resounding message that only with proper financial planning can you secure and achieve your Singaporean Dream.
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