How we simplified insurance to reach over 200k people in Kuala Lumpur.
Insurance is perceived to be complicated – making it difficult for insurance providers to make a lasting impression on their audience. See how we helped Manulife, a multinational insurance provider, to study the market and devise a year-long campaign to raise brand awareness both on-ground and on the digital sphere.
With a wide range of products designed to make decisions easier and lives better, Manulife tasked us to develop a year-long brand plan leveraging on on-ground and digital platforms, to market their offerings in a relevant and meaningful way.
We began with a landscape study to understand the market as well as current sentiments of Malaysians surrounding insurance. A survey was conducted as well as an in-depth brand diagnosis on Manulife’s past branding efforts against those of their competitors. This helped us identify three key areas of focus to drive their brand activities:
|01||Establish a brand thematic to increase awareness and resonance|
|02||Develop and drive education content on different insurance offerings and why coverage is important|
|03||Increased visibility on the brand’s product offering in relation to real-life scenarios|
With these three considerations in mind, we crafted a new brand message of #LifeMadeSimpler for Manulife. This would become the anchor for all of their brand activities for the year.
The Life Made Simpler umbrella campaign was made up of 4 sub campaigns – a thematic campaign, an educational series that demystified insurance products, a recruitment campaign as well as a social media campaign that drove specific product offerings.
Engaged with over
people weekly through targeted social media strategies
on out-of-home MRT advertising on a monthly basis