Award: CAMPAIGN CATEGORIES \ C02. Best Brand Activation

Following public backlash over a proposed foreign acquisition, Income Insurance (Income) needed to rebuild trust in a way that felt unmistakably Singaporean. National Day and SG60 presented the perfect cultural moment. Income activated its purpose by uplifting a beloved but fading local icon – the ice cream street vendors who have brought simple joy to generations.

The brand bought out vendors’ full stock, offered free traditional wafer ice cream across six heartland locations, and extended insurance protection to every participating uncle and auntie. A warm retro visual identity, nodding to old newspaper prints and childhood memories, wrapped the activation in authenticity and nostalgia.

The response was overwhelming: 10,119 ice creams distributed, 262% surge in social mentions, and S$27M in earned PR value. Most importantly, brand trust recovered, proving that genuine action, not just messaging, can reignite national goodwill and reinforce Income’s role as a protector of Singapore and its people.