ManulifeMOVE launch

Woody Yip, James Wong

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

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...

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