Integrated Use of Media

The Shortlist
CAMPAIGN
ManulifeMOVE
AGENCY
PHD Hong Kong
CLIENT
Manulife (International) Limited
BRAND
ManulifeMove, Health Insurance
DETAILS
Manulife had a problem, to court and connect with GEN Ys where conventional Advertising failed, as they are digitally empowered! having full control of what they see, read or watch. But purposeful communication works. So we zero in on Gen Y’s cultural tension: despite desires for health living; 1 in 2 struggles to achieve 30mins of exercise weekly.

Aiming to purposefully resolve the cultural tension; we reviewed Insurance’s core purpose from PROTECTIVE to PREVENTIVE with the creation of ManulifeMOVE. The 1st ever Insurance that REWARDS consumers for moving! made possible through technology. Steps detected on wearable devices synced to discounts on insurance premiums.

We deployed purposeful communication to get Hong Kong moving with media GYMIFICATION; we identified opportunities where consumers could be encouraged to MOVE more from step-based signage at MTR to customised lifestyle content of walking guides for foodies or fashionista; and even gestured enabled mobile ads to move at the comforts of the office. In fact, we made local influencers, Gym buddy and Cheer Leaders to motivate Movers.
These led to Gen Ys moving to ManulifeMOVE; with 44% increase in new policy sign up. Leapfrogging Gen Ys connection with Manulife as 76% found ManulifeMOVE attractive.  
CAMPAIGN
Listerine PinkStrong
AGENCY
J. Walter Thompson Philippines
CLIENT
Johnson & Johnson Philippines
BRAND
Listerine
DETAILS
Increasing share in the mouthwash category in the Philippines is very challenging considering that the category benefit is shared with toothpaste. With every mouthwash talking about the fresh breath benefit, Listerine drove interest by using the consumer passion of health and fitness. This was used as a media interest point to drive Listerine’s more differentiated functional benefit of healthy gums leading to stronger teeth.
 
The move to focus on gum health was amplified with the creation of the first Pinkstrong gingival scale which depicted gum color as proof of the transformative effect of Listerine. Furthermore, rinsing with Listerine was demonstrated in the first ever mouth fitness workout videos, which showed gums being exercised with every use of Listerine. 
CAMPAIGN
When courage prevailed between 8 am and 8 pm
AGENCY
Maxus India
CLIENT
-
BRAND
-
DETAILS
The product we were working with was Revolutionary – a safety watch with a panic button that aimed to power Women with Courage.
The goal was straight forward – Build awareness and positive brand association amongst young women, and in the process, sell 6000 watches. We wanted to explain working of its safety-watch & increase adoption rate especially when it was lower for many existing safety-devices in the market. Establishing strategic importance of a distress button near 8’oClock was crucial. Communication had to instill COURAGE instead of FEAR & influence women to chase their dreams.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters