Income Insurance sold flexible investing with a cat, not finance jargon

Income Insurance was a smaller player in Singapore's investment-linked policy market, where WARC says it held only 0.3% share and had to stand out against incumbents promising returns.

Its product advantage was flexibility: Invest Flex allowed partial withdrawals and premium payment pauses. Instead of explaining that in the category's usual financial language, BBH Singapore built the campaign around FlexiCat, a cat moving through twisting pipes.

The cat worked because flexibility became visible before it was rational. WARC reports S$31.2 million in sales, 2,230 new customers and 309% year-on-year growth in ILP customer acquisition.

Make flexibility physical

It translated a product feature into a motion people understand instantly.

The cat gave a serious financial product social-media-native memory.

The campaign sold adaptability, not market forecasts.

The metaphor matched the Gen X need for investments that bend around changing life plans.

For complex financial products, the right physical metaphor can do more teaching than another layer of benefit copy.

D&AD listed FlexiCat in its 2025 Animation archive for Singapore and Australia. WARC's effectiveness case credited the work with sales far above target and customer acquisition growth in the ILP category.