Great Eastern encourages people to Live #Lifeproof - to inspire Resilience in the new norm

| 21 Jul 2020

Great Eastern has unveiled its Live #Lifeproof brand campaign, launched nationwide in Singapore on both online media and social media platforms.

The company’s newly-created brand films focus on the spirit of resilience very relevantly in these challenging times of COVID-19 - and seek to empower consumers with a call to take positive action on the matters in life near and dear to them.

Speaking to audience segments with resonant themes throughout every life stage, this is a second instalment of #Lifeproof first introduced earlier in January, which extends Great Eastern’s central brand promise as The Life Company and its vision to empower customers to stand ready for all of life’s uncertainties.

Colin Chan, Managing Director, Group Marketing, Great Eastern, said: “Live #Lifeproof is our call to people to take positive action of being ready with answers in the best possible way, to address the many challenging situations one may face in life. We are championing the spirit of resilience in people’s response to these. As the Life Company and their trusted protected partner, we play an integral role to help our customers Lifeproof themselves and their families ahead of uncertainties.”

Based on the central theme of poignant, and often really personal, questions which people seek on Internet searches, Great Eastern’s brand films toss up life’s many concerns as people face them in every stage of life.

Tied into this is the brand’s inspired championing of the ultimately indomitable human spirit that must reach beyond these to find the answers together with its customers.

Whether one is a new parent, a young person just getting into the workforce, or a mid-lifer on the cusp of retirement, these are all key milestones - which must be ‘Lifeproofed’ to protect one’s career or business, one’s new family, or one’s journey to health and wellness.


Additional benefits

To help customers with practical concerns during this time of uncertainty, Great Eastern is offering an additional retrenchment benefit to customers who purchase regular premium investment-linked plans from 7 July to 31 August 2020.

Customers will receive a complimentary Retrenchment Premium Waiver benefit valid for 12 months, in the unforeseen event that they are retrenched during the first two years of their policy. This is to help keep customers’ policies going, while helping them free up expenses for other more immediate needs.

In view of the rising dengue cases in Singapore, customers who purchase selected regular premium life, personal accident and health insurance plans from 7 July to 31 August 2020 will receive complimentary 12-month Dengue Care. This includes a $1,000 one-time hospital benefit, $200 per day of hospitalisation, and 50% coverage for their spouse and children.

The company is also giving customers 15-20% premium savings for selected health and investment-linked insurance plans, which are growing areas of importance to consumers.

Consumers can find out more about how they can live Lifeproof at

Recommended for you:

Confined to a wheelchair but not resigned to fate

It is your Attitude and Mindset that will help you achieve your goals

Rethinking Retirement in Asia


P.S: Join 10,000+ financial advisers, leaders and senior executives on our complimentary VIP Weekly Newsletter