Campaign details
Brand: ManulifeMOVEBrand owner: ManulifeLead agency: mcgarrybowen Hong Kong, Dentsu Hong Kong LimitedContributing agencies: PHD Hong KongCountry: Hong KongIndustries: InsuranceMedia channels: Content marketing, Games & competitions, Mobile & apps, Outdoor, out-of-home, Print - general, unspecified, Social media, TelevisionBudget: 3 - 5 million
Executive summary
Manulife needed to shift its focus to attract a new younger generation to its brand with health insurance offerings. However, 60-80% of people have a negative experience with insurance brands and Generation Ys are no different. Furthermore, whilst Gen Ys...