Income Insurance X The Singaporean Dream: Income's 55th anniversary edition
Licensing, Conceptualization, Artwork, Activation, Game Design
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.
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:
- New Dream Cards relevant to Insurance such as "Travelling the World" and "Securing Financial Wellbeing"
- 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.
- New Insurance coverage cards allowed players to mitigate risks, mirroring how financial planning works in real life.
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Time-limited travel insurance promotion
Income Insurance ran a mass-consumer travel insurance promotion where customers who purchased travel insurance for their families would receive the limited-edited Income Insurance edition of The Singaporean Dream. This was promoted across multiple channels include paid advertising.
Income Insurance ran a mass-consumer travel insurance promotion where customers who purchased travel insurance for their families would receive the limited-edited Income Insurance edition of The Singaporean Dream. This was promoted across multiple channels include paid advertising.
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Instagram AR filter & social giveaway
To broaden reach beyond customers, Income ran a social media contest anchored on Instagram. By creating a special “The Singaporean Dream” Instagram filter, Income Insurance invited Singaporeans to take part in the conversation to share their Singaporean Dream for a chance to win a set of the limited-edition game, sparking user-generated content and expanded reach.
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Influencer / press-kit seeding
Income Insurance also shared the partnership with local media/influencers with a branded press kit with the card game; inviting them to share their own Singaporean Dream.
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Pop-up play zones & financial literacy events
From 1 September to 31 December 2025, Income ran a network of pop-up play zones featuring the game. This was held at all 12 Income Insurance branches and “lite” branches at FairPrice supermarkets across Singapore.
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Internal engagement
To mark Income’s 55th anniversary, every employee received a deck of the Income edition of The Singaporean Dream, supported by internal roadshows that celebrate their role in protecting Singaporeans’ aspirations.
Held over three days, the roadshows feature interactive photo booths, volunteering highlights, staff discounts, department challenges, a game day, and surprise Golden and Lucky Ticket prizes to drive participation and camaraderie.
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Earned media & editorial content
The partnership was extensively covered on multiple lifestyle and family media outlets to deepen the story behind this first-of-its-kind collaboration. Click below for the coverage:
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