Campaign details

Brand: Manulife
Brand owner: Manulife Philippines
Lead agency: TBWA\Santiago Mangada Puno, How's Everything
Contributing agencies: Digital Arts Network
Country: Philippines
Industries: Insurance
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Manulife is one of the top insurance brands in the Philippines. However, only 2% of the population is insured – and millennials are becoming increasingly affluent but remain an untapped market for this category. This is because they see insurance as an investment for others, not for them.

To encourage leads and conversion, our communications needed to drive product relevance among its audience. We did this by leveraging on the 'me' generation's propensity to put themselves ahead of others.

Three online films were produced to show how lives are made better with a Manulife insurance plan; the different storylines also showed how the product can be relevant for different life stages.