Campaign details
Brand: ManulifeBrand owner: ManulifeEntrant company: Dentsu Mcgarrybowen, Hong KongMarket: Hong KongSector: InsuranceMedia channels: Content marketing, Online display, Online video, Outdoor, out-of-home, Social media, Websites & micrositesBudget: 1 - 3 million
Executive summary
At a time when both the insurance category and consumers were suffering from the blows of 2020, Manulife launched a new critical illness product, ManuBright Care 2. The fears and tears often associated with critical illnesses and the category norm, was the last thing consumers needed. So, Manulife made a strategic pivot to...