FINDING THE UNCONSCIOUS HAPPINESS-ARY

TitleFINDING THE UNCONSCIOUS HAPPINESS-ARY
BrandCATHAY LIFE INSURANCE
Product / ServiceCATHAY LIFE INSURANCE
CategoryA01. Creative Effectiveness
EntrantOGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Entrant Company OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI

Credits

Name Company Position
Abby Ku Ogilvy/Mather Advertising Producer
York Tsai Ogilvy/Mather Advertising Copywriter
Akiko Chung Ogilvy/Mather Advertising Art Director
Jimi Hsieh Ogilvy/Mather Advertising Creative Director
Jennifer Hu Ogilvy/Mather Advertising Executive Creative Director
Jennifer Paul Ogilvy/Mather Advertising Planner
Amy Shih Ogilvy/Mather Advertising Planning Director
Minguay Yeh Ogilvy/Mather Advertising Chief Of Planning And Vice Chairman

Brief Explanation

Cathay Life Insurance not only Taiwan's largest insurance company with the highest market share, but is also the oldest with 511 years of history. Cathay's image has always been perceived as stable and reliable, yet lacks innovation and energy compare to its competitors. Aging of the brand image is not just an emotional perception issue, but a physical one. Most Cathay Life Insurance sales agents are moms with rich life experiences who can connect deeply with clients, and this contributed to a strong senior clientele pool. However, this made reaching with young clienteles difficult, and cast doubt on professionalism. Therefore, Cathay Life Insurance's aging image has not only affected the brand's perception, but also become lethal to business itself. We needed to revitalize the brand! Physically attract young blood to regenerate the brand, energize Cathay Life Insurance from inside to outside. Communication Goals: Inject young energy internally: attract young people to join, increase resume applications by 10% Re-vital young image externally: boost young people's perception of of Cathay Life Insurance, become Top 3 in professionalism and innovation. We discovered a common trait for all Cathay Life Insurance sales agents, which is their innate warmness to care for people without any extrinsic motives. We call them "happiness-ary" Strategy: Employ Cathay Life Insurance sales agents' trait of being an "unconscious happiness-ary" as a recruitment key, communicate this trait to show the humane side of Cathay Life Insurance and to attract similar ones to join. We killed 2 birds with 1 stone. Recruited young blood and boosted young people's perception of Cathay Life Insurance. Result: Increased resume applications by 17% in a single month. Professional score triumphed its competitors, while innovation perception caught on par. The campaign also boosted sales, service, and received international recognition. We chose to talk about Cathay Life Insurance sale agents, indirectly reflect the brand belief, provokes young blood to join, as well as changing their perception of the brand.