The Brief

Cathay Life Insurance is the oldest insurance company with 51 years of history. We are actually killing 2 birds with 1 stone! The recruitment TVC not only appeal young people to join, but also demonstrate what Cathay Life Insurance sales agents are like, show consumers that Cathay Life Insurance is a business that provides unconditional care for people. Re-vital the brand is an issue that cannot delay. We need to physically attract young

Describe how the promotion developed from concept to implementation

Young people are often lost when job hunting, especially when they don't have an outstanding visible trait. Our TVC want to inspire people to discover their ignored or forgotten potentials! They may have never considered the insurance industry, have negative impression of insurance sales agents, or have never realized their hidden potentials to bring people happiness. After watching the TVC, we hope people will become conscious of their natural helpfulness and that it is not only a trait, but also a job skill, and change perception for Cathay Life Insurance sales agents.

Describe the success of the promotion with both client and consumer including some quantifiable results

A Cathay Life Insurance first time ever, Brain Magazine initiated a discussion, commentary, and survey for the TVCs. The survey revealed 70% unaided awareness for the TVCs, while key message delivery, impression, and uniqueness all performed above 60%. When comparing with 700 databank TVCs, Cathay Life Insurance TVCs overall liking, key message delivery, and uniqueness, all scored 80% higher. Single month resume applications increased 17% compare to the month before TVC aired, Cathay Life Insurance received 500 more resume applications from 104 Human Resource Bank, which is the main job hunt channel for young people in Taiwan.

Explain why the method of promotion was most relevant to the product or service

We want to make them understand the true quality of an insurance agent in an innovative, experimental and different way. We traveled around Taiwan and created several scenario questions, searching for suitable Cathay Life Insurance sales agents - those helping others without extrinsic motives. Accordingly, different videos have been broadcasted on TV, more and more people recognized and discussed this recruiting program.