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Income
Play It Safe - Data Driven Travel Haikus

RAN IN: Singapore

CLIENT
INCOME

Marcus Chew / CMO / INCOME
Olivia Lee / Manager/ Brand Marketing / INCOME
Anny Huang/ Head/ E-commerce/ INCOME
Tang Jie/Executive/Brand Marketing/INCOME
Irene Tan/Senior Manager/Product Marketing/INCOME
Dawn Neo/Manager/Product Marketing/INCOME
Jessica Leong/Senior Executive/Product Marketing/INCOME



AGENCY
BBH ASIA PACIFIC *Lead Agency


GOOGLE SINGAPORE *Lead Agency


SUMMARY

Programmatic is synonymous with retargeting, boring banners that rotate products and buying cheaper media, this case is about how programmatic technology unlocked creativity. Travel insurance is renowned for promotions and direct response advertising. But this was not sustainable, so Income looked for an opportunity to become more top of mind in travel insurance. Feeding Google behavioural data into a technology called YouTube Director Mix, Income dynamically created 500+ variations of hyper-relevant 6-second videos. Branded search increased 55% and revenues increased 211%, demonstrating the exciting possibilities when programmatic meets creativity.

CASE STUDY

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CASE VIDEO


Classification: National

Language: English