Manulife Singapore looks ready with new brand campaign

Manulife Singapore has launched a new brand campaign encouraging everyone in Singapore to be "Ready for Life: both now and later."

The campaign commercial also features Kodaline’s song 'Ready', bringing a fresh and contemporary feel to the execution that is echoed across all the creative elements.

This is the first major campaign launched for Manulife Singapore by Manulife Singapore's SVP & chief marketing officer, Wendy Walker who joined the company last July, signalling a renewed focus on customer experience and marketing efforts.

The integrated campaign, developed with creative partner Tribal Worldwide Singapore will extend across multiple media channels, including print, out-of home, digital and social.

The 40 second commercial takes the audience on a heart-warming journey through some of life's most defining moments, and positions each of these as an opportunity to be ready.

Watch the 40 second spot here:

Walker said the brand campaign is designed to speak to all Singaporeans, particularly those who may not be aware of Manulife.

“We (Manulife) recognise the significance of these moments in life, those that bring new opportunities, and those that make us think about the days still to come. We want to encourage all Singaporeans to start taking steps today towards the security of a brighter tomorrow, so that they can be ready for whatever life presents to them.”

President & CEO of Manulife Singapore, Naveed Irshad, said:“Our research shows that more people in Singapore are taking steps in the right direction by working hard to keep track of their expenses and save for retirement. However, we still find that many are not ready for the years ahead, with 1 in 3 expecting that they will not have enough to cover their expenses or are unsure about their financial situation when they retire .

Over the last 35 years operating in Singapore, we have seen how important it is to plan one’s finances holistically, make the most of savings and protect wealth to secure a comfortable tomorrow. We are committed to helping our customers be financially ready for every stage of life, by providing them with quality advice and a comprehensive suite of solutions that cater to their needs.”

This refreshed positioning speaks to Manulife's experience and deep understanding of the realities of life in Singapore and presents them in a truthful and engaging execution. It recognises that for many, being ready for tomorrow is often thought of as being simply too difficult to achieve, whilst for others, the opportunities of right now may mean planning for tomorrow is not considered a priority.

The campaign also reflects Manulife's commitment to being with customers throughout these moments in life, and reinforces the importance of having the security of a financial partner with experience, stability and strength in the region.

Campaign Credits

  • Creative Agency: Tribal Worldwide Singapore
  • Media Agency: Maxus Singapore
  • Managing Partner: Joshua Lee
  • Creative Director: Francis Ooi
  • Brand: Manulife Singapore
  • Client: Manulife
  • SVP & Chief Marketing Officer:  Wendy Walker
  • VP Brand, Communications & Sponsorship: Bree Lennon