Think you're ready for anything? Etiqa wants to put that to the test

Etiqa Insurance Singapore is taking its message of everyday preparedness to the streets with a new experiential campaign designed to encourage Singaporeans to reflect on their readiness across mental, physical and financial wellbeing.

Titled "When life spins, stay ready", the out-of-home activation aims to spark conversations around preparedness by challenging the idea that readiness is only necessary during major life events or crises. Instead, the campaign positions preparedness as something built through everyday habits and decisions.

Rolling out across selected high-traffic locations in Singapore from June, the activation invites members of the public to take part in a short quiz covering three pillars: mind, body and money.

Don't miss: Income Insurance brings joy and protection to street ice cream vendors

Participants who answer at least four out of six questions correctly will qualify for a spin-and-win opportunity, with up to 4,000 prizes available for redemption, subject to campaign terms and verification.

The questions are designed to prompt reflection on everyday behaviours. Under the 'mind' pillar, participants are asked about how they manage stress and prioritise rest. The 'body' pillar focuses on physical habits such as movement and hydration, while the 'money' pillar explores budgeting and saving behaviours that can help individuals better prepare for unexpected situations.

According to Etiqa, the activation is intended to make conversations around readiness more accessible and relatable, while reinforcing the insurer's commitment to helping customers navigate life with greater confidence.

It also serves as a lead-up to the upcoming Etiqa "Life preparedness" survey, set to be released in the second half of 2026. Conducted by Kantar, the study will examine how Singaporeans approach preparedness across financial security, physical wellbeing and mental resilience.

“Readiness is only about preparing for the unexpected but is also about the everyday habits and decisions that help people feel more confident about what lies ahead,” said Claudia Soh, acting CEO of Etiqa Insurance Singapore.

She added, “Through 'When life spins, stay ready', we hope to inspire Singaporeans to adopt readiness as a lifelong mindset — one that empowers them to face life with greater assurance and resilience.”

The latest activation builds on Etiqa's broader efforts to position readiness as a lifelong mindset rather than a response to crisis. Last year, Etiqa Insurance Singapore launched its "Live ready with you" brand campaign, which focused on how preparation, protection and partnership can help Singaporeans navigate life's unexpected turns.

Building on the insurer's long-running "With you" narrative, the campaign shifted the focus towards readiness and the confidence it can provide when life does not go according to plan. Through a cinematic brand film comprising five vignettes, Etiqa spotlighted real-life moments ranging from a sudden health scare and a surprise proposal to a father balancing work and family responsibilities, a grandmother passing down her legacy, and a traveller losing his way.

Related articles:  
Etiqa Insurance ignites the spirit of adventure in new brand film  
Etiqa Insurance takes to new TEL stations with interactive game and vibrant displays  
Income Insurance’s angsty stress ball returns in unhinged sequel campaign