Manulife and PHD Hong Kong blitzed the competition and were crowned overall campaign and agency champions at Marketing’s annual MARKies Awards 2017.
Understanding that most of their young audience are digital natives, Manulife launched an innovative activity-tracking programme ManulifeMOVE in 2015 to reward customers with discounted premiums for living a more active lifestyle that led the insurance company to pick up the title of Best of Show – Campaign.
The multiple top-rated campaign snatched 8 golds in Best Idea – Apps, Best Use of Gaming, Best Idea – Integrated Marketing, Best Use of Mobile, Best Idea – Mobile, Best Idea – Digital, Best Use of Digital and Best Idea – Launch/Relaunch, in addition to 2 silvers and 1 bronze.
Leveraging the latest mobile technology, the programme, which can be accessed through mobile apps or online, uses data from Manulife-provided fitness trackers and encourages members to track their activity progress against set goals.
By reaching simple goals, members can enjoy premium discounts tied to recently launched health protection solutions in Hong Kong.
A multi-media campaign spanned TVC, outdoor, print and MTR dominations were launched to drive public awareness. Developed by Dentsu Hong Kong, mcgarrybowen Hong Kong and PHD Hong Kong, the campaign is supported by local celebrity Pakho Chau, who exemplifies a healthy lifestyle.
Heath Wallace, part of JWT’s digital agency Mirum, created the ManulifeMove app for Manulife Hong Kong.
ManulifeMOVE, launched in 2015, decided to take it to the next level this year and announced the extension of the programme to Apple watch this February.
The insurance company also refreshed the programme by curating special MOVE hiking trails, and shopping or foodie routes for the weekend warriors, and developed MOVE Spotify playlists to create good exercise vibes.
As a result, compared to the year before the ManulifeMOVE launch, the campaign has seen remarkable success among millennials: 74% are aware and 76% found the MOVE concept attractive.
See the full winner list here.
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A total of 114 trophies across 38 categories were awarded and determined by a panel of senior marketing communications professionals from leading brands including City Super, Hyatt Hotel and Resort, Mattel East Asia, Procter & Gamble, Schneider Electric, Sony Corporation of Hong Kong, Swire Properties and many more.