EARNI

TitleEARNI
BrandFWD LIFE INSURANCE CORPORATION
Product / ServiceINSURANCE
CategoryB02. Microsites
EntrantFWD LIFE INSURANCE CORPORATION Taguig, THE PHILIPPINES
Idea Creation THE HAND CREATIVE AND INTERACTIVE TECHNOLOGY INC. Makati City, THE PHILIPPINES
Production THE HAND CREATIVE AND INTERACTIVE TECHNOLOGY INC. Makati City, THE PHILIPPINES

Credits

Name Company Position
Blaeson Jay Cordova FWD Life Insurance Corporation Marketing Technologist
Kristopher Lim FWD Life Insurance Corporation Creative Producer
Rochelle Vandenberghe FWD Life Insurance Corporation Head of Marketing
Twinkle Dela Cerna The Hand Creative and Interactive Technology Inc. Business Director
Jet Jimenez The Hand Creative and Interactive Technology Inc. Technology Director
Jover Serrano-Cueno The Hand Creative and Interactive Technology Inc. Designer
Leanne Lusañez The Hand Creative and Interactive Technology Inc. Special Projects Manager

The Campaign

EARNi is an online microsite that shows how simple shifts on spending habits can yield savings that will help millennials live life to the fullest. It’s the first of its kind in the PH insurance industry. In contrast with competitors’ traditional practice of eliciting financial information via pen and paper, EARNi effectively leveraged technology to connect to the millennial market. Meant to be a useful and engaging tool used to compute one’s lifestyle expenses, EARNI is designed with the user in mind—fun, friendly, and interactive. Sample questions are: • How many times do you visit a coffee shop in a month? • How often do you go shopping? The user then identifies how much of their lifestyle expenses are they willing to trade, in favor of saving and growing their wealth instead. The last step will show how small changes in their spending habits can greatly impact their future.

Creative Execution

Since millennials are “Digital Natives” who are frequently on their computers or smartphones, EARNi was designed to be fully responsive on both desktop and mobile. Earni can be experienced in a single-page load, and all graphics and assets are preloaded before starting – resulting to an app-like experience. In order to reach as much of our target audience as we can, Earni was also converted into a Facebook app which can be accessed through FWD’s official Facebook page. Facebook ads for the microsite and infographics encouraging better spending habits were designed to support campaign.

• EARNi optimized 24,000+ millennial lifestyles for only 2 months after its launch. • Social media campaign reached over 104,000 millennials and earned positive reactions since launching • We discovered that millennials are willing to sacrifice 43% of their lifestyle expenses into savings or any form of investment. This is a positive change over the usual response from millennials who state they cannot afford insurance products. Indeed, with little adjustments in their spending habits and daily lifestyles, they can secure their future as they live life to the fullest today!

FWD targeted millennials (aged 15-34) representing 50% of the country's workforce. We gathered millennials for the study and asked them about their goals and lifestyles. Based on the information we gathered through our interviews, we came up with an online microsite fit for our targeted audience - EARNi. It only asks questions about spending habits relevant to millennials so the questions were limited to millennial’s most common lifestyle expenses – shopping, dining out, travelling, etc. EARNi computes how much the user spends on his lifestyle, then asks how much of the expenses can be set aside for extra earnings. The last step shows how much they can EARN from their small change in spending. To support the campaign, we ran social media ads targeting the millennial age group. Infographics were also posted on FWD’s Facebook page showing how millennials could be earning instead of spending.

Links

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