For insurance purchasers who aren’t moonlighting as lawyers, the legal jargon used to describe the terms of these products can be complicated and confusing. According to the 2012 Global Consumer Insurance Survey, most customers in Asia Pacific don’t fully understand the terms of the product at the point of purchase. Last year, leading Singaporean insurance company NTUC Income set out to address this issue, tackling consumer stress and confusion by overhauling its contracts into plain English.
A TV campaign comically outlined the shift, showcasing oddball scenarios in which everyday people attempt to hide behind jargon. In one spot, a groom’s vows are abruptly interrupted as he veers off and speed-talks his way through a legal-sounding outline of the terms and conditions of their lifelong arrangement. In another spot, a fishmonger responds to a question about whether his fish are fresh by cheekily explaining that he reserves the right to define “fresh” as caught within the past 20 days. In both spots, onscreen text asks, “What if everyone hides behind legal jargon?” before a voiceover explains that NTUC believes insurance should be made simple, honest and different.
This initiative stemmed from the insurer’s “Honest insurance” philosophy and a stated mission to identify and solve customer pains. By making it easier to understand the company’s policies, NTUC is helping customers make better informed decisions.