Taikang Life Insurance: Triple-2 Chinese New Year Promotion
Herman Cheng
Campaign details
Brand owner: Taikang Life Insurance Co LtdAgency: Havas Media ChinaBrand: Taikang InsuranceCountry: China
Executive summary
This case study shows how the Taikang Life Insurance Company ended up 'owning' a special day. Taikang Life Insurance needed to increase sales of its insurance policies in China but faced a tough and competitive market, one in which they were the smallest competitor with only a limited budget. So their strategy was to spark a compelling incentive to purchase using a limited-time offer: a special...