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 do not need satisfactory safety for his or her life stage, which might typically be ignored. Based mostly on a Safety Hole research 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 satisfactory 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 might outcome from an surprising well being situation, married with the realisation that one is just not adequately lined. It delves into the themes of resilience and braveness to face life, even when it’s falling aside.
The band proved the right alternative for the collaboration, given their deep connections to the 30-40 yr outdated audience who grew up listening to their music, their passionate fanbase within the area, in addition to the band’s potential to stir heartfelt feelings by means of their lyrics.
The music’s highly effective refrain, that includes vocals from lead singer Alex Band, states ‘Every little thing’s fallin’ aside, Every little thing’s gone too far, I might put it again collectively, If solely I may’, completely capturing the remorse and nervousness which might come up when individuals are confronted with surprising challenges in life, akin to a medical diagnoses and the seemingly 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 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 acquired 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 collapse unexpectedly, simply on the time you and your loved ones want the additional help essentially the most.
The music video is now obtainable on YouTube, Earnings Insurance coverage’s web site and throughout varied media platforms akin to outside, digital, social, cinemas and cable.
Stella Tan, VP & Head of Model & Section Advertising at Earnings Insurance coverage, feedback: “Staying adequately lined with insurance coverage is vitally vital however typically, simply ignored. Now greater than ever is the appropriate 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 potential to remodel our message into a strong rock music that connects with our viewers on a private and emotive stage.”
Luke Somasundram, Senior Copywriter at BBH Singapore, provides: “Songs have the profound potential 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 help of the marketing campaign to boost consciousness of safety gaps, native skills akin to music duo Jack and Rai, Micappella and Tyen Rasif may also be creating and recording their very own renditions of the music.
Name for the Public to Submit Their Personal Rendition of “Fallin’ Aside”
Apart from 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 by means of it, in a “Fallin’ Aside Cowl Contest” singing contest from 1 September to fifteen October 2023. Members might want to submit their recordings as a put up 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 could 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 checklist:
Consumer: Earnings Insurance coverage
Company: BBH Singapore
Manufacturing Firm: Rolla Productions
Music By: The Calling
Director: Jake Nam
