Transforming an Iconic Brand to Help Customers Navigate Change in Japan: MetLife uncovers and addresses latent needs of a growing demographic in one of the most mature insurance markets in the world

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.


Making a rapid transformation from a traditional, sales-led business to a modern customer focused organization, MetLife needed to re-invigorate its brand and deliver compelling offers in its top markets, Japan being chief among these.

MetLife's - the Japanese word for 'life after retirement' - a word describing a life-stage that despite Japan's advanced economic status drives anxiety across all age groups. With this insight, we made it our goal to work in earnest to change the very concept of Rougo. The insight served as the foundation of MetLife Japan's brand strategy, go-to-market movement and internally rally cry, '#ChangeRougo'.

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