Singapore, 22 August 2023 – Earnings Insurance coverage has launched ‘Fallin’ Aside’, a model new single and music video commissioned from a well-known 2000’s rock band The Calling, to headline Earnings Insurance coverage’s new Safety marketing campaign.
The place to begin was the perception that almost all Singaporeans don’t have enough safety for his or her life stage, which may usually be missed. Primarily based on a Safety Hole examine by the Life Insurance coverage Affiliation, Singapore confronted a 20% mortality safety hole and 80% crucial sickness (CI) safety hole.[1] As a model that places folks first, Earnings Insurance coverage needs to encourage folks to have conversations concerning the underinvestment in well being and significant sickness protection and recognise the downsides of not having enough safety.
BBH Singapore and Earnings Insurance coverage collaborated with The Calling, the rock band behind the 2001 smash hit ‘Wherever You Will Go’ to put in writing and file a model new single. ‘Fallin’ Aside’ emotively conveys the stress, uncertainty and uncooked emotions which may consequence from an surprising well being situation, married with the realisation that one shouldn’t be adequately coated. It delves into the themes of resilience and braveness to face life, even when it’s falling aside.
The band proved the proper selection for the collaboration, given their deep connections to the 30-40 yr outdated target market who grew up listening to their music, their passionate fanbase within the area, in addition to the band’s means to stir heartfelt feelings via their lyrics.
The music’s highly effective refrain, that includes vocals from lead singer Alex Band, states ‘All the pieces’s fallin’ aside, All the pieces’s gone too far, I might put it again collectively, If solely I may’, completely capturing the remorse and nervousness which may come up when persons are confronted with surprising challenges in life, similar to a medical diagnoses and the seemingly influence on their lives and family members. On the finish of the video, viewers are directed to the marketing campaign microsite the place they will assess the potential measurement of their very own insurance coverage safety hole through a “safety hole calculator”.
BBH Singapore has produced a music video depicting a household who obtained upsetting medical information, and at that juncture, partitions are crumbling down as if his complete world is falling aside. The message is easy but highly effective – life can collapse unexpectedly, simply on the time you and your loved ones want the additional assist essentially the most.
The music video is now obtainable on YouTube, Earnings Insurance coverage’s web site and throughout numerous media platforms similar to out of doors, digital, social, cinemas and cable.
Stella Tan, VP & Head of Model & Section Advertising and marketing at Earnings Insurance coverage, feedback: “Staying adequately coated with insurance coverage is vitally necessary however usually, simply missed. Now greater than ever is the precise time to spend money on life, well being and significant sickness cowl following the aftermath of the pandemic and the present financial downturn the place unexpected circumstances can hit anytime. We’re amazed by The Calling’s means to remodel our message into a robust rock music that connects with our viewers on a private and emotive degree.”
Luke Somasundram, Senior Copywriter at BBH Singapore, provides: “Songs have the profound means to achieve a spot deep in our brains by means of our hearts. And crafting one with The Calling lets us faucet into nostalgia to convey a message that’s extra related and pressing than ever.”
In assist of the marketing campaign to boost consciousness of safety gaps, native skills similar to music duo Jack and Rai, Micappella and Tyen Rasif can even be creating and recording their very own renditions of the music.
Name for the Public to Submit Their Personal Rendition of “Fallin’ Aside”
Other than the launch of the music and the music video, Earnings Insurance coverage can be rallying members of the general public to submit their very own renditions of “Fallin’ Aside”, alongside their tales on a few of their very own life challenges and the way they acquired via it, in a “Fallin’ Aside Cowl Contest” singing contest from 1 September to fifteen October 2023. Contributors might want to submit their recordings as a publish on their social media platforms (Fb, Instagram or Tik Tok) and hashtag #FallinApart and #IncomePresentsFallinApart. Three winners will obtain a prize of as much as $3,000. Extra particulars will be discovered on the marketing campaign microsite.
Earnings Insurance coverage’s Safety marketing campaign is a part of a decade-long relationship between Earnings Insurance coverage and BBH Singapore. It follows the current launch of an 18-minute lengthy horror movie, ‘TRAPPED’ in collaboration with Singapore movie director Kelvin Tong earlier this yr, which promotes Earnings Insurance coverage’s Enhanced Journey Insurance coverage with COVID-19 protection. It was additionally created by BBH Singapore.
‘Fallin’ Aside’ is out there to stream on YouTube.
Credit score record:
Shopper: Earnings Insurance coverage
Company: BBH Singapore
Manufacturing Firm: Rolla Productions
Music By: The Calling
Director: Jake Nam
