In 2020, the pandemic put a stop to travel for 2 years and with it, the travel insurance business and Income’s market leading position in this category. Post-pandemic in 2022, travel recovery was tepid at first due to the gradual re-opening of borders and control measures, but Income knew it needed to be ready for the ‘tsunami’ of revenge travel due to pent-up demand among Singaporeans.  

To keep pace with the pickup in travel demand, Income adopted nimble tactics on programmatic display and social media advertising. A holistic strategy was crafted to evolve along with the market curve, the key being media targeting that was in line with popular travel destinations that opened their borders to Singaporeans, complemented by the use of creative advertising technology that was capable of reacting quickly to meet such demands.

The Adzymic Solution    

Media execution by OMD was supported by a data-driven personalisation strategy to predict the destinations which could be appealing to existing customers based on historical data, and new customers were targeted based their online browsing history to determine affinity and in-market propensities.

Creative execution powered by Adzymic DCO automated the development of display banners and social ad posts at scale and speed. Templatized banner layouts were brought to life by messaging which were pertinent to destinations, border measures, and demographic segment psyches.    

At the early stages of reopening, variants were developed by Vaccinated Travel Lane destinations.          

As measures further eased, more consumers started to travel confidently and consistently throughout the year. In response, new variants such as by the weather seasons and audience demographics were built.

 Results

Nimble tools and tactics allowed the campaign to swiftly react to the post-pandemic era, constantly evolving with the market. This contributed to Income regaining its #1 market share position for the travel insurance category in Singapore.

What our client says               

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