Award: CAMPAIGN CATEGORIES \ C02. Best Brand Activation

Income Insurance (Income) transformed a behavioural insight into a breakthrough brand activation with Singapore’s first EV‑only Drive‑in Comedy Show. To shift perceptions and establish credibility in the fast‑growing EV segment, Income lifted its “Between Two Chargers” campaign off the screen and into the real world, turning a carpark into a live EV community hub.

By placing comedians literally between two chargers, the activation delivered EV‑centric humour that made complex insurance topics entertaining and culturally resonant. Designed for authenticity rather than sales, the EV‑only format, partnerships with leading EV brands, and an immersive outdoor staging created a powerful sense of belonging among EV owners.

The activation sold out within 10 days, drew over 600 attendees, generated 25 Tier‑1 media stories, and sparked strong organic conversation. Most importantly, it drove commercial impact with 1,120 new eDrivo policies and $12.49M in sales, surpassing all business targets while strengthening Income’s EV leadership.