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.