Manulife: Track your fitness, pay less for insurance

Client: Manulife

Agencies: Dentsu and PHD  

Market: Hong Kong

Name of campaign: ManulifeMOVE

Campaign scope: Product innovation, mobile app, online, print

Details: Hong Kong is the first market where Manulife is rewarding customers with discounted premiums for living more actively in a campaign called ManulifeMOVE, with Cantopop "sensation" Pakho Chau as its ambassador.

The insurer is integrating its health-protection solutions with an activity-tracking programme that uses data from Manulife-provided fitness trackers. The concept is simple. Customers track their activity progress against set goals, and by reaching those goals, they will enjoy premium discounts. 

A multimedia campaign featuring Chau in parkour splendour kicked off yesterday to drive public awareness. 

Jason Dehni, chief marketing officer, Manulife Asia:

The beauty of ManulifeMOVE is its simplicity. It’s an easy-to-use program that rewards customers for being healthy and insured. Every time our customers move; whether they’re walking, running, skipping, or even just taking the stairs instead of an escalator, they have the opportunity to save on their annual premiums.