Etiqa Insurance Singapore has announced the launch of its latest brand campaign, “Live Ready With You,” designed to address the growing need for preparedness amid unpredictable life events.
The campaign marks an evolution of Etiqa’s ongoing “With You” brand message, focusing on the role of insurance in supporting individuals and families as they navigate unexpected challenges.
The company stated that the campaign aims to reinforce the perception of Etiqa as a partner that stands alongside its customers, rather than simply a provider of insurance products.
According to Etiqa, the initiative seeks to highlight the importance of preparation, protection, and partnership as key factors in helping people face uncertainty with greater assurance.
Raymond Ong, CEO of Etiqa Insurance Singapore, commented that while financial literacy has grown among Singaporeans, many still feel unsure about what lies ahead.
“Readiness is not about having all the answers, but about having a trusted partner who gives you the confidence to move forward. ‘Live Ready With You’ is our commitment to stand by our customers through life’s unexpected moments,” he said.
Central to the campaign is a series of short films, each portraying a different scenario where individuals encounter unforeseen circumstances.
These vignettes include situations such as sudden health issues, unexpected family events, and travel disruptions.
Through these stories, Etiqa aims to demonstrate how having the right support in place can help people adapt to and manage life’s unpredictability.
The campaign will be distributed across a range of platforms over a 12-week period, beginning Sept. 15. Outreach will include digital advertising, social media, out-of-home placements such as public transport wraps and station displays, as well as Etiqa’s own website and customer channels.
In Malaysia, Etiqa has introduced a separate initiative, “Gelombang Kasih bersama Etiqa,” in conjunction with Merdeka and Malaysia Day.
This campaign is designed to recognise acts of compassion, resilience, and inclusivity among Malaysians, particularly those who have made a positive impact within their communities.
The campaign features two main storytelling streams. The first, “Everyday Malaysians, Extraordinary Acts,” showcases individuals contributing to society through environmental efforts, education, animal welfare, and cultural preservation.
The second, “Resilience in the Face of Adversity,” presents stories of families and individuals overcoming significant personal and financial challenges.
As part of the initiative, Etiqa has provided essential supplies and financial assistance to selected families, in recognition of Malaysia’s 68th Independence Day.
Michelle Wee, head of brand and communications at Etiqa, said the initiative honours the heart of Malaysia – its people.
“Through Gelombang Kasih bersama Etiqa, we bring our brand promise to life with authentic, deeply human stories that reflect the spirit of care and unity. This campaign was designed to celebrate diversity, inspire Malaysians to lift one another up, and remind us to be mindful of the communities around us, for those most in need may be living right next to us,” she said.
