Campaign details
Brand: Manulife (International)Brand owner: Manulife (International)Lead agency: dentsumcgarrybowenContributing agencies: iProspect, PHDMarket: Hong KongSector: InsuranceMedia channels: Content marketing, Online display, Online video, Outdoor, out-of-home, Websites & micrositesBudget: 1 - 3 million
Executive summary
At a time when both the insurance category and consumers were suffering from the blows of 2020, Manulife launched a new critical illness product, ManuBright Care 2. However, the fears and tears often associated with critical illnesses and the category norm, was the last thing consumers needed. Furthermore, the uncertainties of...