Faaez Samadi
Apr 5, 2019

Manulife asks millennials to consider their fortunes

New campaign sees insurer seek to engage younger audience on the process of ‘adulting’.

Manulife asks millennials to consider their fortunes

Sadly, life isn’t all selfies, Instagram food pics and cat videos for young people these days.

In amongst the hashtags and fun, serious questions must be considered, and according to Manulife, most millennials shy away from topics such as financial planning, saving, mortgages and the like for fear of thinking about future uncertainty.

So enters ‘Mrs Fortune Teller’, Manulife’s new integrated campaign conceived by Singapore creative stalwarts TSLA. The premise is that Mrs Fortune is a tongue-in-cheek fortune teller that offers millennials a light-hearted way to engage with the serious issues that Manulife is seeking to help them with.

The campaign was pre-seeded in March online, with Mrs Fortune ‘taking over’ Manulife Singapore’s Instagram account, and getting a Facebook page. Consumers could use both platforms to submit questions to Mrs Fortune, with ‘live readings’ taking place at the end of the month. Mrs Fortune garnered more than 500 questions from the public.

This was followed with Manulife releasing 12 exclusive Mrs Fortune tarot cards, focused in themes such as housing, career, health and love, with localised humorous advice on each. Going offline, the campaign is taking to the streets this weekend with a roving fortune telling booth on Singapore’s Orchard Road shopping district.

Kwek-Perroy Li Choo, Manulife Singapore chief customer officer, said the campaign “gives us an opportunity to respond with ideas on how some uncertainty in the future might be somewhat mitigated by thoughtful financial planning”.

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