Campaign details
Brand: Manulife (International) LimitedLead agency: PHD Hong KongRegion: APAC
Objectives
Business Objectives
- Expand our Gen Y customer base and acquire an outstanding number of overall enrolments.
- Increase market share from 3.7% to 4%.
- Achieve a sales performance of MOVE that could also stimulate growth to the market share despite a downward trend in the sector.
Communication and Marketing Objectives
- Raise our Brand Health Score in Awareness from 64% to 70% and Consideration from 20% to 23%.
- Achieve the 1st place as the Most Preferred Brand in the brand health score.
Manulife, traditionally strong...