Income: The last sandwich generation

Amanda Lim

Income, a local insurance brand in Singapore, created a long-form film to boost engagement and encourage the country's so-called sandwich generation to plan for their retirement.

Campaign details

Brand: IncomeBrand owner: NTUCAgency: BBH SingaporeMarket: SingaporeSector: InsuranceMedia channels: Content marketing, Mobile & apps, Newspapers, Online video, Social media, Sponsorship - media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Being part of the 'sandwich' generation – where one is caught between raising kids and supporting elderly parents – is not only the fate of most Singaporeans, it also what makes it so difficult to plan for retirement adequately.

To remedy this, local insurance brand Income helped today's sandwiched generation realise that, by...

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