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Great Eastern encourages people to Live Lifeproof – its brand promise to inspire Resilience in the new norm

Live Lifeproof brand campaign



SINGAPORE, 13 July 2020 – Leading regional life insurer Great Eastern today unveiled its Live #Lifeproof brand campaign, launched nationwide on both online media and social media platforms last week. The rollout will be supported by print, outdoor and television advertisements, and is brought to life by relevant protection offers available to customers.

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.

“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”, said Colin Chan, Managing Director, Group Marketing, Great Eastern.

“As we emerge from the first half of 2020 amid COVID-19 and enter into the new future of daily living, it becomes more important than before to live out Lifeproof. We are doing just that – living out our brand promise to our customers and people in communities around us - in how we help them. If the past six months are anything to go by, while life continues to present both challenges and opportunities for people, Great Eastern is the constant, with our commitment and brand promise”, he said.

Based on the central theme of poignant (& 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.

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 up to 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 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 or visit Great Eastern website /contact their financial representatives for more details on the offers.

This latest chapter in Great Eastern’s brand story as the Life Company and its commitment to Lifeproof customers and communities was undertaken by its creative agency BLKJ. 


About Great Eastern

Founded in 1908, Great Eastern is a well-established market leader and trusted brand in Singapore and Malaysia. With over S$90 billion in assets and more than 8 million policyholders, including 5 million from government schemes, it provides insurance solutions to customers through three successful distribution channels – a tied agency force, bancassurance, and financial advisory firm Great Eastern Financial Advisers. The Group also operates in Indonesia and Brunei and has a presence in China as well as a representative office in Myanmar.

The Great Eastern Life Assurance Company Limited and Great Eastern General Insurance Limited have been assigned the financial strength and counterparty credit ratings of "AA-" by Standard and Poor's since 2010, one of the highest among Asian life insurance companies. Great Eastern's asset management subsidiary, Lion Global Investors Limited, is one of the largest private sector asset management companies in Southeast Asia.

Great Eastern is a subsidiary of OCBC Bank, the longest established Singapore bank, formed in 1932. It is now the second largest financial services group in Southeast Asia by assets and one of the world’s most highly-rated banks, with an Aa1 rating from Moody’s. Recognised for its financial strength and stability, OCBC Bank is consistently ranked among the World’s Top 50 Safest Banks by Global Finance and has been named Best Managed Bank in Singapore by The Asian Banker.

 #GreatEasternSG #TheLifeCompany #Lifeproof


Media Contacts

Annette Pau
VP, Group Corporate Communications

Crystal Chan
AVP, Group Corporate Communications