PHD, Hong Kong / MANULIFE / 2017
CULTURAL TENSION: In Hong Kong, the importance of healthy living has gained increased awareness but people struggle to exercise regularly. The common excuses are not having the time to exercise, or a loss of interest for sports. By 2015, almost 1 in 2 Hong Kong adults engage in less than 30 minutes of moderate physical activity weekly.
But living healthily doesn’t mean hardcore gym membership.
SIMPLY BEING A LITTLE MORE ACTIVE EVERYDAY can be a good start; an extra step here, or a hop and a skip there soon adds up to a healthier lifestyle. Consumers just need that extra push within micro-moments throughout the day.
We strategically SNEAKED IN GYM OPPORTUNITIES in consumers’ life
and use MEDIA TO ASSIST AND ACTIVATE CONSUMERS to move a bit more.
Our PURPOSE was to RESOLVE THE CULTURAL TENSION
leading to a HEALTHIER HONG KONG.
ADVOCATE the campaign through Pakho, a key opinion leader as gym buddy, cheerleading consumers to move more.
AWAKEN the INSTINCT via
MULTISCREEN VIDEOS, INSPIRING MOVEMENT in the urban context;
whilst OUTDOOR AND PRINT HANDOUTS, TRIGGERED COMMUTERS to take the EXTRA STEPS when they are on the move.
ACTIVATING THE FIRST STEPS by going beyond broadcasting and
encouraged our customers with our:
CUSTOMIZED ERRAND BASED SPOTIFY PLAYLIST that complemented consumers’ housework or dog walking.
At mass areas, we created a MOTION SENSOR BOOTH TO GAMIFY THE MOVEMENT from offline to online.
Ensuring the FIRST 5000 STEPS are ACHIEVABLE, we captured audiences through:
-Precision mobile targeting: COUPLING TIME-BASED, GEO-FENCING WITH GESTURE ENABLED ADS at relevant micro-moments e.g offices or after meals to TRIGGER MOVEMENT.
-• Reinforced with, customized interest based social content of WALKING TRIALS for FOODIES and FASHIONISTAS.
• Ushering commuters to walk instead, at MTRS with STEP BASED DIRECTIONAL SIGNAGE.
For an insurance product, ManulifeMOVE triggered extensive interest, achieving:
-200,000 unique visit to ManulifeMOVE website
-422,000+ likes on our social content
-1.34M+ views on social media
-HKD4.9Mil worth of press coverage – 250 FEATURES
Exploiting the POWER OF PURPOSEFUL AND PARTICIPATIVE COMMUNICATION to our advantage, our efforts measured up and we successfully MOVE-D HONG KONG to be a HEALTHIER NATION sustaining an active lifestyle among our MOVE customers:
-72% SYNCED THEIR APP in the past 7 days
-77% attained THE DAILY ACTIVITY THRESHOLD to earn premium discount
-MOVE customers have already accumulated 3,000,000,000 steps AND COUNTING.
“DOING GOOD IS GOOD FOR BUSINESS”
as we saw remarkable success among Gen Ys:
-74% are AWARE of Manulife
-76% found the ManulifeMOVE concept ATTRACTIVE
Initiated and created by the Hong Kong office, ManulifeMOVE’s use of purposeful and participative communication is now being REPLICATED IN OTHER MANULIFE MARKETS.
CREATIVE ARTISTS AGENCY, Los Angeles