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Etiqa Insurance
The Brief
Etiqa Singapore wanted to stand out in the crowded insurance landscape by delivering its brand message in a fresh, engaging, and memorable way. The challenge was to highlight the importance of protection—something often seen as dry or transactional—by embedding it in a creative format that would resonate emotionally and culturally with its audience.
Concept
Etiqa reimagined the in-flight safety video through a uniquely local lens—by setting it inside a bustling dim sum restaurant. Using the familiar format of airline safety instructions, the film cleverly delivers insurance-related messages with wit, charm, and visual metaphor. The restaurant setting becomes a playful stand-in for an airplane cabin, where scenarios like “turbulence” and “emergency exits” are humorously translated into life’s everyday uncertainties. By blending storytelling with a tongue-in-cheek tone, the film makes a strong case for being prepared—without ever feeling like a hard sell. The campaign turns a traditionally passive format into an entertaining piece of branded content that’s both sharable and effective.
Following the launch, the campaign rolled out across social media with a series of engaging posts that carried forward the brand’s playful yet purposeful tone. Educational content was used to dispel common myths and show how insurance can enhance everyday life. This was followed by an interactive social contest, where users explored a Facebook 360° image to spot hidden “accidents” in exchange for prize vouchers—turning passive scrolling into an entertaining and rewarding brand experience.