SINGAPORE – 18 April 2019 – Etiqa Insurance Singapore has introduced a new campaign for its Premier suite of legacy planning solutions for high-net-worth individuals. This omni-channel launch campaign takes an amusing look at the grave topic of bequeathing one’s wealth upon passing on.
“Legacy Planning is an important consideration when developing a sound financial strategy. However, most people don’t think about what they’d like to leave behind, or how they can do it effectively” explains Simon Ashton, Executive Vice President and Head, Partnerships Distribution at Etiqa Singapore. “Our ad campaign highlights the unfortunate outcomes of not having appropriate succession plans in place using a more light-hearted approach than is normally seen for this important subject.”
A series of online videos feature people bickering intensely in various scenarios, such as a family squabbling in their living room and key business leaders arguing in the board room after an individual has passed on. The deceased person amazingly comes to life and expresses regret of not planning earlier or leaving a proper legacy, but it’s too late.
“There never seems to be a good time to think about what life will be like for those closest to you when you’re no longer around. Many people underestimate just how complicated their finances can be for their loved ones to deal with – and distribute as per their wishes – after they’re gone. With Premier by Etiqa, you can now plan ahead to protect your business, provide a fair and equitable distribution of wealth to loved ones and create a meaningful legacy for the next generation,” says Ashton.
The integrated campaign breaks mid-April across print, digital, out-of-home and free-to-air TV. A new website offers detailed illustrations of the various legacy planning solutions available. This will be followed by personalised marketing initiatives and events targeted at high-net-worth individuals.