Investment-Linked Plans (ILP) aren’t new, but for Income Insurance—a smaller, newer player, standing out required a fresh approach. We leaned into Income ILPs’ biggest strength: flexibility. Instead of financial jargon, we brought this to life through the internet’s most flexible icon—a cat.
 
To launch Income’s ILP, we created a campaign featuring a cat navigating a maze of twisting pipes—playfully demonstrating the plan’s adaptability and potential. This visual metaphor turned investment planning into something intuitive, engaging, and unforgettable.