STAND UP

TitleSTAND UP
BrandMANUFACTURERS LIFE INSURANCE CO. (PHILS)
Product / ServiceMANULIFE
CategoryA06. Financial Products & Services, Commercial Public Services, B2B Products & Services
EntrantJ. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES
Production FILM PABIRKA Makati City, THE PHILIPPINES

Credits

Name Company Position
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

The Campaign

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.

Execution

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 Situation

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 Strategy

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.

Links
Social Media URL