|Brand||MANUFACTURERS LIFE INSURANCE CO. (PHILS)|
|Product / Service||MANULIFE|
|Category||A06. Financial Products & Services, Commercial Public Services, B2B Products & Services|
|Entrant||J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES|
|Idea Creation||J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES|
|Production||FILM PABIRKA Makati City, THE PHILIPPINES|
|Golda Roldan||J. Walter Thompson Philippines||Managing Director|
|Dave Ferrer||J. Walter Thompson Philippines||Chief Creative Officer|
|Brandie Tan||J. Walter Thompson Philippines||Executive Creative Director|
|Javey Villones||J. Walter Thompson Philippines||Creative Director / Art Director|
|Albert Millar||J. Walter Thompson Philippines||Copywriter|
|Boyet Custodio||J. Walter Thompson Philippines||Associate Creative Director / Art Director|
|Pao Acosta||J. Walter Thompson Philippines||Client Service Director|
|Pat Cui||J. Walter Thompson Philippines||Senior Account Manager|
|Pam Garcia||J. Walter Thompson Philippines||Executive Strategic Planning Director|
|Iya Forbes||J. Walter Thompson Philippines||Strategic Planner|
Manulife celebrates 110 years of fulfilling people’s dreams. Manulife launched a series of films detailing unique relationships between them and their clients. Stand up is one of those films aimed towards a younger market who aspires to fulfill their dreams.
FILM. A stand-up comic performs a stand-up routine where he muses on his struggle before his success. He tells the crowd that throughout the uncertainties and troubles, his dad was there to provide him unwavering support. Amidst all the jokes, he confesses that his performance was dedicated to his dad for staying with him until the very end.
The online film brought in: 38 Million Facebook impressions, 7.7 Million Facebook views, over ?1.2 Million in earned media, and 1,769 new sign ups in just 2 weeks after it launched.
The campaign brought in much needed media mileage and influence necessary to change the younger market’s perception of insurance. It made the product relevant and more people became interested in signing up for one.
The younger market isn’t interested in insurance as they find it irrelevant for them. So, we had to change their perception. We wanted them to understand that insurance isn’t just about life insurance to be claimed after death. It could also be an investment that can help you fulfill your dreams. But first, we had to get their attention. So Manulife focused on digital, a place that the younger market frequented. The film was then filled with jokes catered to their likes and interest, making sure that everything is deeply relatable to them.