PURSUE MORE FROM LIFE
| Title | PURSUE MORE FROM LIFE |
| Brand | METLIFE HONG KONG |
| Product / Service | INSURANCE |
| Category | C04. Charities, Public Health, Safety & Awareness Messages |
| Entrant | BBDO HONG KONG, HONG KONG |
| Entrant Company | BBDO HONG KONG, HONG KONG |
| Advertising Agency | BBDO HONG KONG, HONG KONG |
Credits
| Name | Company | Position |
|---|---|---|
| Owen Smith | BBDO Proximity Hong Kong | Head of Planning |
| Kevin Lynch | BBDO Proximity Hong Kong | Executive Creative Director (lead copy writer) |
| Michael Tam | BBDO Proximity Hong Kong | Senior Art Director |
| Jacqueline Mak | BBDO Proximity Hong Kong | Art Director |
| Ann Lo | BBDO Proximity Hong Kong | Associate Art Director |
| Michael Bantigue | BBDO Proximity Hong Kong | Regional Account Director |
| Raje Hiranand | BBDO Proximity Hong Kong | Associate Account Director |
| Marie Tsoi | BBDO Proximity Hong Kong | Account Executive |
| Charles Tatham | BBDO Proximity Hong Kong | Account Director |
| Joy Ng | BBDO Proximity Hong Kong | Associate Account Director |
| Naomi Lam | BBDO Proximity Hong Kong | Social Media Specialist |
| Brian Tang | BBDO Proximity Hong Kong | Senior Account Executive |
| Joanne Yiu | BBDO Proximity Hong Kong | Account Executive |
| Sunshine Farzan | MetLife Hong Kong | Vice President - Head of Marketing & Communications |
| Andrea Wang | MetLife Hong Kong | Senior Manager |
| Danny Tun Wai Lam | MetLife Hong Kong | Senior Manager |
| Emily Mak | MetLife Hong Kong | Marketing Officer |
Creative Execution
Rather than just tell people to feel positive, we wanted to make that feeling naturally manifest through the Infinity app. Existing insurance apps focus on expediting business functions. We wanted to use this engagement space to create an emotional connection instead. Infinity is a digital time capsule, allowing users to store and share important messages, photos and videos with loved ones now, or even better, at a predetermined time in the future. We executed an integrated campaign including targeted display, in-app, location-based and social media advertising, SMS/MMS, along with email, SEO, and SEM to drive awareness and engage users.
1. Increased awareness 5% , website traffic 124% , and Google/Yahoo searches 8X 2. Online buzz increased 11X , 97% of Infinity mentions were positive. 3. Achieved 40% leads ; 25% joining Facebook community. 4. Drove engagement: Most successful insurance app launch in Hong Kong’s history; download rates reached twice that of apps of the insurance industry; Infinity ranked 7th on Google Play, 9th on iTunes; 99% became active users ; 5. Customer referrals jumped 22% 6. Infinity mentioned by Randi Zuckerberg’s “10 Most exciting Social Media” - LifeHealthPro.com 7. Earned media 250,000 USD, 5X media spend 8. Online sales increased 3.5X 9. Infinity generated positive reviews from: ePrice, Ring HK, Insure.com and LifeHealthPro.com and 50 + tech bloggers
Despite being the #1 US Life Insurer, MetLife sat 12th in brand awareness, with competitors outspending us 3-20 times . To engage our target 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 the insurance industry was acting as a mirror to people’s unhappiness with somber messaging and visuals. While competitors prepared people for an uncertain future, we realized the most tangible meaning of insurance is actually how it makes you feel today. We focused 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, insurers disproportionately rely on ATL advertising, despite ~90% smartphone penetration. Armed with this insight, we launched MetLife Infinity to help people feel positive today using innovative mobile technology.