Manulife: Stand Up

Pam Garcia, Sam Zetha, Angelique Vergara

Insurance brand Manulife used an online comedy video to reposition itself in the market to appeal to millennials in the Philippines.

Campaign details

Brand: ManulifeBrand owner: Manulife PhilippinesLead agency: J. Walter Thompson PhilippinesCountry: PhilippinesIndustries: InsuranceMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

In the Philippines, millennials perceive insurance as irrelevant. For them, it's an industry only for the old and ill. So how could Manulife, a brand that millennials don't care for, turn around perception and establish relevance for insurance?

The brand created Stand Up, a comedy film that turned around everything associated with insurance. From the 'sadvertising' tone, to the 'loved-one-dying' plot and the...

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