MetLife Hong Kong's Infinity App: Immortalizing happiness
Campaign details
Agency: BBDO / ProximityClient: MetLife Hong KongCategory: Insurance
Executive summary
This case study describes how MetLife, an insurance company with a weak brand position in Hong Kong, created an app to emotionally engage with Hong Kong consumers, increase its lead generation and promote its 'Pursue More From Life' proposition. Disrupting competitor focus on uncertainty and unhappiness, MetLife focused its marketing and strategy on feeling positive today and created the MetLife Infinity App to send private messages to contacts, both in the present and pre-set for the...