Musical brand

Singlife appoints its first local brand ambassador

Singlife with Aviva (Singlife) has appointed Mediacorp Artist, Pierre Png, as its brand ambassador. Png presents the first brand campaign for Singlife, following the merger of Singlife and Aviva Singapore earlier this year.

Singlife’s first brand campaign “The Jugglers” is a year-long movement to highlight what financial freedom means to individuals. Png’s image will feature prominently in the campaign to raise awareness of how anyone can live their best life on their own terms if they take control of their finances with the right tools.

Png made his ambassador debut at the recent launch of Singlife’s sustainability program on June 22, where he planted trees at Bishan-Ang Mo Kio Park. Singlife has pledged to plant 300 trees a year for the next five years, in support of the National Parks Board’s OneMillionTrees initiative.

According to the brand, “The Jugglers” was designed to help educate Singaporeans about taking control of their financial freedom and that it is possible to do so. It takes the right tools and the support that the brand believes it can offer. This is a multi-platform campaign that will be implemented on radio, television, display and other digital channels.

The campaign will be launched via a musical featurette, which includes a jingle composed by Xiao’an Li, a renowned commercial composer from audio production house Li & Ortega. It features DJ Mediacorp Class 95 and singer John Klass. As part of the campaign, Singlife will also revamp its website in August.

Meanwhile, Png is well known in the area’s entertainment scene, having starred in several Mediacorp productions over the years. Png is best known for his breakout role as Phua Chu Beng on the long-running local sitcom Phua Chu Kang, as well as his award-winning lead roles in Zero Calling and The Journey: A Voyage, and for debuting in Hollywood in the 2018 blockbuster rom-com Crazy Rich Asians.

In addition to Pierre, “The Jugglers” also features his 18-year-old wife and former entertainer, Andrea De Cruz. Outside of their acting and hosting accomplishments, Pierre and Andrea are also strong advocates for health and financial well-being.

Png said, “Singlife with Aviva’s commitment to empowering Singaporeans to achieve financial freedom is something I strongly believe in, as someone who always strives to balance health and wealth in the face of life challenges. I’m honored to represent a brand that supports our local aspirations and is committed to being here for the long haul and helping customers. »

Andrea added, “Having good health and building wealth shouldn’t be difficult or taxing. I look forward to championing this to build greater financial freedom with all Singaporeans.

The campaign comes shortly after the brand appointed Black Labs to handle its creative duties, following the merger of Aviva and Singlife. Following the merger, the brand appointed Pearlyn Phau as Group CEO and Executive Director to lead the new entity. Debra Soon, head of strategic marketing and communications at Singlife, said INTERACTIVE-MARKETING at the time of this writing, the team has chosen an independent agency rather than a network agency to work with, as Blak Labs has experienced creative directors with a good track record.

Customer service is also provided directly by the managers of the agency themselves, who are very involved in the daily work instead of only being present during important meetings. “Blak Labs engages directly with us and a high level of comfort was built in a few months,” Soon explained.

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