Adviser Connect by BBH Asia Pacific – APPIES Asia Pacific 2016 Gold Winner

bbh asia pacific adviser connect
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BBH Asia Pacific (Singapore) won Gold for their campaign “Adviser Connect: virtual hook ups for insurance advisers” at the APPIES Asia Pacific 2016.

Campaign Synopsis

NTUC Income’s life insurance business for the 35 and under segment was stagnating despite leading in relevant brand equity scores.

Analysis revealed its smaller adviser force was holding back growth.

To augment its adviser force, NTUC Income and BBH Asia Pacific (Singapore) created ‘Tinder for Insurance’ – a digital/mobile tool for people to find a financial adviser who suits them and can chat to anytime, anywhere; going against the industry’s push tactics.

A first in the industry, building it followed an agile approach: test, scale, optimise.

Since launch, total enquiries went up by 114% and new life insurance customers aged 35 and below increased by 30.6%.


Agency: BBH Asia Pacific

The BBH Team

Client: NTUC Income

Marcus Chew – Chief Marketing Officer
Olivia Lee – Assistant Manager, Brand Marketing
Saffry Hoo – Manager, Digital Marketing
Tang Jie – Executive, Brand Marketing


Amanda Lim – Account Planner, BBH Asia Pacific

Olivia Lee – Assistant Manager, Brand Marketing, NTUC Income

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit

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