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 the majority Singaporeans don’t have sufficient safety for his or her life stage, which may usually be neglected. Based mostly on a Safety Hole research by the Life Insurance coverage Affiliation, Singapore confronted a 20% mortality safety hole and 80% essential sickness (CI) safety hole.[1] As a model that places individuals first, Earnings Insurance coverage desires to encourage individuals to have conversations in regards to the underinvestment in well being and demanding sickness protection and recognise the downsides of not having sufficient 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 outcome from an sudden well being problem, married with the realisation that one isn’t adequately lined. 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The band proved the proper selection for the collaboration, given their deep connections to the 30-40 12 months outdated audience who grew up listening to their music, their passionate fanbase within the area, in addition to the band’s capability to stir heartfelt feelings by means of their lyrics.
The track’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 sudden challenges in life, comparable to a medical diagnoses and the probably impression on their lives and family members. On the finish of the video, viewers are directed to the marketing campaign microsite the place they’ll assess the potential dimension 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 straightforward but highly effective – life can disintegrate unexpectedly, simply on the time you and your loved ones want the additional assist essentially the most.
The music video is now accessible on YouTube, Earnings Insurance coverage’s web site and throughout numerous media platforms comparable to outside, digital, social, cinemas and cable.
Stella Tan, VP & Head of Model & Phase Advertising and marketing at Earnings Insurance coverage, feedback: “Staying adequately lined with insurance coverage is vitally vital however usually, simply neglected. Now greater than ever is the correct time to put money into life, well being and demanding 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 capability to remodel our message into a robust rock track that connects with our viewers on a private and emotive stage.”
Luke Somasundram, Senior Copywriter at BBH Singapore, provides: “Songs have the profound capability to succeed in a spot deep in our brains by the use 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 comparable to music duo Jack and Rai, Micappella and Tyen Rasif can even be creating and recording their very own renditions of the track.
Name for the Public to Submit Their Personal Rendition of “Fallin’ Aside”
Apart from the launch of the track and the music video, Earnings Insurance coverage can also 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 received by means of it, in a “Fallin’ Aside Cowl Contest” singing contest from 1 September to fifteen October 2023. Individuals 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 may 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 12 months, which promotes Earnings Insurance coverage’s Enhanced Journey Insurance coverage with COVID-19 protection. It was additionally created by BBH Singapore.
‘Fallin’ Aside’ is offered 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
