Case study: How Manulife raised its brand awareness

Background
The campaign built upon the brand’s ‘For your future’ campaign last year. An integrated campaign was launched across different markets, including Hong Kong, Indonesia, the Philippines, Singapore and Vietnam.

Aim
Manulife aimed to establish itself as ‘a trustworthy brand’. Realising that making people familiar with its brand and promise would be a crucial first step, it focused on promoting its brand identity, such as name and positioning and the consistent presentation in deploying the Manulife green cube.

The campaign was targeted at local people with insurance and financial product needs, as well as individuals/families with mid-level incomes or above.

Execution
A TV commercial was used in selected markets since last year as a cost-effective tool to reach the target audience on a nationwide scale.

In Indonesia, it identified shopping malls in Jakarta as one of the key channels to advertise in. Shopping mall areas are key catchment touchpoints for its middle-class family target. Manulife connected to the audience through customised displays and interactive activities, which were of high impact and brand visibility.

The brand campaign in Singapore adapted the same impressive visual and consistent brand messages in most outdoor mediums, such as taxi, bus bodies, bus panels, MRT and outdoor displays, to draw the attention of its target audience.

In the new market of Cambodia, a Manulife tuk tuk parade was used in Phnom Penh to gain brand exposure.

In Hong Kong, it ran an interactive campaign, which people could access on social media via QR codes and share their life goals with their peers.

Result
Brand awareness at different markets increased after the campaign. In Indonesia, brand awareness rose from 72 per cent to 89 per cent, while it surged from 28 per cent to 71 per cent in Singapore.

Brand awareness in Cambodia, meanwhile, surged to 63 per cent three months after the campaign was launched, giving the business a robust start in the new market.