The insurance industry is driven by familiarity and trust – two things MetLife had very little of in Hong Kong.
They also lacked a competitive budget as the companies ahead of them in terms of awareness – the biggest indicator of getting into the consideration set - were outspending MetLife by anywhere from 3 to 20 times.
Luckily, these competitors were focusing on some pretty grim subjects – either the horrible things that could happen to people or a far off future that everyone felt pressured to achieve.
In the face of the insurance industry’s focus on the uncertainty and fear of tomorrow, MetLife set out to drive familiarity and trust by helping people feel positive about today
With the MetLife Infinity app - a virtual time capsule and legacy creator - the act of planning for your future became a social, sharable and enjoyable experience.
Infinity was the most successful insurance app launch in Hong Kong’s history in terms of downloads generating earned media 5 times the actual media spend, increasing branded term search queries on Google & Yahoo by 8 times and doubling the rate of active lead generation from marketing activities.