Rachel Chu may have stolen the heart of Nick Young in the movie «Crazy Rich Asians,» but in real life, Fintech insurer Singlife is the first Singapore brand to onboard Henry Golding as its brand ambassador to represent the brand in its upcoming campaigns.
In real life, Henry Golding’s path to success resembles nothing of his character’s privilege depicted on screen. He went from a hairdresser to a travel show host, to now a successful Hollywood star, noted Liam McCance, Singlife’s chief marketing officer.
Golding’s breakout role in «Crazy Rich Asians» not only connects him to Singapore and wealth but also comes with a personal story that resonates with the values at Singlife. «His story is one of hard work, bold ambition, and soulful passion that eventually led to success,» said McCance, who was quoted in «Marketing-Interactive.»
First Homegrown Collaboration
Singlife is the first homegrown Singapore brand that the star will collaborate with, following the success of the 2018 film. Through campaigns lined up and Golding, the company aims to reshape finance.
He added that most Singaporeans are not born «crazy rich» either, and Singlife wants to aid people in building wealth over time, which he said is the ethos Golding’s story captures and what makes this an «exciting collaboration.»
A Series of Commercials
As part of the partnership, the company will shoot a series of commercials at local hotspots with Golding as the talent, which will then be released online, in cinemas, and outdoor spaces across Singapore in early 2020. The brand campaign with Golding was conceptualized and led in-house, with the support of 72andSunny and Applebox.
The company also recently secured $90 million from Japanese insurer Sumitomo Life Insurance to accelerate its growth in Singapore. As a mobile-first financial institution, the brand aims to use a digital approach to reach customers and use both above-the-line mediums and digital and offline channels to reach its target audience.
