Manulife, one of the leading insurance companies in the world with a 100-year presence in Asia, have been helping Cambodians build a better financial future. It’s what they are renowned for, but most – including their policyholders – have no real emotional connection to the brand.
Moving away from the traditional practice of vying for attention or resorting to information overload in order to create awareness of what the Manulife brand stands for, MEAS formulated a strategy with Manulife to showcase Manulife’s brand promise of making “Every Day Better”.
Making Every Day Better with Smiles
The simple action and gesture of a genuine smile reflects true happiness. And this was what inspired MEAS to envision a video storytelling journey to emotionally reconnect audiences to the Manulife brand.
A four-episode video series was created with the idea of placing the simple gesture of a smile at the centre of everyday life. A smile evoked from the knowledge that Manulife is there for their customers and audiences through the good times, the bad times and for an unforeseeable future.
The four-episode video series where four distinctive key opinion leaders were invited on stage to share their thoughts and opinions on everyday life while making the emotional connection to Manulife brand was streamed on social media platforms after the broadcast of the Every Day Better television commercial.
On Facebook and YouTube channels, the television commercial registered more than 5.7M views while the four-episode series averaged more than 780K views per episode with a cumulative total of more than 3.1M views. Through this focused initiative, Manulife managed to project a better understanding of its brand and through Facebook engagement, gain a stronger emotional connection to its customers and audiences.
Link to TVC Launch:
Link to KOL Digital Video Series: