Manulife

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.

The Brief

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.

Our Approach

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.

Outcome

Engaged with over

290,000

people weekly through targeted social media strategies

Reached over

5 MILLION

on out-of-home MRT advertising on a monthly basis