Singtel: Dash pet
HOW TO POSITION AND LAUNCH A NEW INSURANCE PRODUCT?
Singapore's first mobile-integrated insurance product
This new product is filling a gap in the market that was recognised through research; Gen Z, who is keen to save but has little money to start, and the gig economy workers with unstable income. Both audiences are new to insurance products and overwhelmed by the jargon of the current offering. This would be Singapore’s first insurance product integrated with a mobile wallet.
But how to make it stand out?
Make it accesible
This is a concept that makes financial products understandable, relatable and accessible.
In the world of Dash PET, you’ll always have a reliable companion on your financial journey. This pet gives you advice and helps you navigate the jungle of jargon. What’s more, the more you feed your pet, the more it grows.
The campaign launched in Feb 2020 and we are in the midst of the rollout.