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.