Great Eastern has launched a “Plan Like A Woman, Plan For The Long Run” campaign in a bid to bring into focus the various aspects of life and to encourage all women to plan and cater for their physical and fiscal health.
As part of the campaign, the insurance company will be running a series of thought-provoking ads playing on society’s perceptions of women. In addition, Great Eastern will be using medical data and social statistics to highlight the need for women to plan differently to achieve optimal wellness in all areas of their lives.
The campaign will run until 5 September 2019 on social media, online, women-centric websites, Google search and OOH. BLKJ, Digitas and Starcom were involved in the campaign. In a statement to Marketing, Great Eastern's spokesperson said it focused on a strong push for this women empowerment campaign through channels that would evolve around the virality of social media where women would be seen.
To foster stronger ad recall, it looked into impacting women in their everyday life while consuming content online (display ads). The spokesperson added that the objective of this campaign is to create awareness and encourage women to take the step towards planning for their future and offer them solutions that Great Eastern has, to aid them in this process.
"A prime outdoor site was also selected as we look at high traffic footfall of female audience between a strong retail and work commuter profiles for higher intent of purchase. Syncing our location targeting around the out of home site, we are integrating our offline to online activity on the go," the spokesperson added. The spokesperson, however, declined to share the expected ROI of the campaign.
Colin Chan, managing director, group marketing, Great Eastern said the campaign highlights the areas that are pertinent to women and offers options that can help a woman achieve her plans. “We understand that everyone has different considerations and expectations on optimal wellness for both health and wealth,” he added.
To help ladies #PlanForTheLongRun, Great Eastern will also introduce a nationwide all-women’s Individual Physical Proficiency Test (IPPT). The IPPT aims to give all women the opportunity to understand their current fitness levels and serve as a reminder to take proactive steps to build a strong and healthy body for the long run. In the lead up to the IPPT and run, three fitness trainers are commissioned to curate a customised fitness programme.
The insurance company recently appointed BLKJ as its creative and social agency for a period of two years, following two multi-agency pitches. BLKJ will be handling the marketing campaigns and content work for Great Eastern. The incumbent for creative was Arcade, while the company worked with various agencies for social campaigns.
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