The Campaign

Despite being the #1 US Life Insurer, MetLife sat 12th in awareness, with competitors outspending us 3-20 times . We needed to stand out with something big and impactful. To engage consumers, we disrupted 2 industry conventions: (1) what competitors said (2) where they said it, designing an integrated campaign, we could afford, to outperform the competition. In the face of insurance industry’s focus on uncertainty and fear, MetLife got noticed by radically changing the consumer conversation, focusing on the positives in life. This thought manifested the brand promise ‘Pursue More From Life’ and implemented across ATL, social media, mobile apps, product development and sponsorship. The integrated campaign increased branded search queries on Google/Yahoo by 8X , online buzz by 11X , increased customer referrals 22% , generated earned media 4X media spend and increased monthly online sales 350% YOY .

Success of the Campaign

1. Increase brand awareness 5% , website traffic increased 124% , queries on Google/Yahoo increased 250% 2. Achieved 40% leads ; 25% joining Facebook community 3. Online content engaged consumers 300% more than industry benchmark .45% 4. Online sentiment transformed from neutral to 93% positive 5. Online buzz increased 11 times ; 6. Generated 62,000 Facebook fans, 12,000 LinkedIn followers – outperforming industry norm by 200% 7. Infinity - most successful insurance app launch in HK’s history; downloaded at twice the rate of the insurance industry ; ranked 7th on Google Play, 9th on iTunes; 99% became active users. 8. Infinity mentioned by Randi Zuckerberg’s “10 Most exciting social media” -LifeHealthPro.com 9. Customer referrals jumped 22% 10. Earned media totaled 4 million USD, 4X value of media spend 11. Monthly online sales increased 350% YOY

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

MetLife’s brand ‘ambassador’ Snoopy helped us diffuse the skepticism associated with insurance. We staged Snoopy’s arrival in Hong Kong through OOH, Print, targeted display, social media and mobile advertising promising ‘something different was coming‘. After Snoopy’s arrival we quickly turned the focus from us to our consumers and ‘what’s in it for them’. Legacy Planning We focused on proving we could help people Pursue More From Life and launched the Infinity App to make planning for the future a shareable, enjoyable experience. Infinity is a digital time capsule and legacy creator in one interface which is privately shareable and allows people to store and share important messages, photos and videos with loved ones, either now, or even better, at a predetermined time in the future. Health We created a partnership with Hong Kong Breast Cancer Foundation and launched the only online breast cancer protector product at an unprecedented affordable price.

People are skeptical of the insurance industry – especially unknown providers. To engage consumers we disrupted 2 industry conventions: (1) what competitors said (2) where they said it. First, Hong Kong ranks last in Asia in the Gallup happiness index and we noticed the insurance industry was acting as a mirror to people’s unhappiness with somber messaging and visuals, preparing people for an uncertain future. We realized the most tangible meaning of insurance is actually how it makes you feel today. Armed with this insight, we grounded our integrated strategy on how MetLife helped people pursue what’s important today and in the future which manifested in our brand promise: Pursue More From Life. Second, while competitors disproportionately relied on traditional, ATL advertising, we grounded our strategy in an integrated approach with a focus on driving offline to online engagement through digital innovation, digital activations, mobile technology, and e-commerce.