| Title | CAN YOU SEE THE FUTURE? |
| Brand | MANULIFE INSURANCE COMPANY |
| Product / Service | MANULIFE INSURANCE |
| Category | A04. Targeted Ambient Media: Large Scale |
| Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Entrant Company | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Advertising Agency | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Production Company | CRAFT WORLDWIDE Tokyo, JAPAN |
| Production Company 2 | AID-DCC Tokyo, JAPAN |
| Production Company 3 | TAIYO KIKAKU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshiya Saito | McCann Erickson Japan | Creative Director / Copywriter |
| Masaya Abe | McCann Erickson Japan | Art Director |
| Reika Kobayashi | McCann Erickson Japan | Art Director |
| Naoki Watanabe | McCann Erickson Japan | Interactive Planner |
| Shiro Miyashita | McCann Erickson Japan | Strategic Planner |
| Hirofumi Hosho | McCann Erickson Japan | Account Executive |
| Keiko Sakata | McCann Erickson Japan | Account Executive |
| Akihiro Sugiyama | Craft Worldwide | Designer |
| Yu Morita | Craft Worldwide | Producer |
| Yuya Natsui | Craft Worldwide | Producer |
| Keitaro Kamijo | AID-DCC | Producer |
| Toshiyuki Takei | TAIYO KIKAKU | Producer |
| Masayoshi Takayanagi | TAIYO KIKAKU | Producer |
| Chiaki Ueta | TAIYO KIKAKU | Production Manager |
| Yoshitaka Hori | TAIYO KIKAKU | Production Manager |
| Masaya Yamamoto | Film Director | |
| Yusuke Suga | Cinematographer | |
| Kazunari Watabe | Gaffer | |
| Takeshi Suehiro | SUI | Production Designer |
| Naoto Sekiguchi | Producer |
With its intangibility, the value of life insurance is difficult to convey to the target. So we decided to use a vending machine to make thinking about the future and choosing a future more tangible. In addition, the drink contained inside helped participants realize that things (in this case, the future) can feel/taste different depending on your outlook. The entire experience enabled people to directly experience the value offered by the brand.
During the month-long campaign, vending machines were placed all around the city for reality and impact. The intent was to generate news and buzz as a social phenomenon. Footage of people making their choices was then featured in the TV commercial. This succeeded in spreading the notion of choosing a future to more people and starting conversations. As the vending machines ended up generating more interest than expected, the content of the TV commercial was changed from what was initially intended. The focus shifted to showing people's reactions to the vending machines as a way to get more people interested.
Target: Life builders that are 'too cool' toward life. They're at a point in their lives when they should be making important life decisions like marriage and children, but they are putting it off. Their interest in insurance or Manulife is low. That is why we had to reach them by going to where they are.
Usually, higher age groups show more interest in insurance, but young people flocked to this campaign. With several tens of thousands of participants, it became a social phenomenon. PR exposure in paid media value: $1420,000. Direct experience (those that experienced the future vending machine): 32,659. Number of visitors to the website: 91,781. Visors to Manulife's Facebook page: Doubled compared to the previous year. Requests for brochures: Increased by five-fold. PR EXPOSURE IN PAID MEDIA VALUE EST. $1,420,000 FACEBOOK VISITORS DOUBLED 91,781 VISITS TO CAMPAIGN SITE FIVEFOLD INCREASE IN BROCHURE REQUESTS